Gus Powell weaves some 1970s golden magic over these shots taken of Tyson Gay, Allyson Felix, Veronica Campbell-Brown, Haile Gebrselassie, Jeremy Wariner and Yelena Isinbayeva as they prepare in Beijing.
It is not just me who's getting flashbacks to the seventies and those photographs printed on that oddly tactile photo-paper, tiny shorts and hot vinyl car seats, band-aids, kool-aid and sun all over - is it? It's a magical look he's created with these shoots, I really dig it.
To celebrate the start of the 2008 Olympic Games adidas presents a global print campaign called ‘Gold is not a Given’ featuring Olympic favorites Tyson Gay, Allyson Felix, Veronica Campbell-Brown, Jeremy Wariner, Yelena Isinbayeva and Haile Gebrselassie.
In February 2008, these six adidas athletes flew to Beijing – six months before the Olympic Games began.
Because as gold medal favorites they knew winning is never guaranteed. That’s why they were there in sub zero temperatures training and familiarizing themselves with the host city.
adidas and 180 Amsterdam went there to capture it.
08/07/08 – Print, Online
Client : adidas International
Kieran Riley: Global Brand Communications Director
Karen Zuccala : Global Brand Communications Manager
Claudia Ummenhofer : Global Brand Communications
Agency : 180 Amsterdam (180\TBWA)
Dean Maryon:Creative Director
Paulo Martins: Creative Director
Carlos Furnari:Creative Director
Geoff Coyle : Business Director
Caroline Britt: Account Manager
Andy Edwards : Planning Director
Kindra Schoemaker : Business Affairs
Marlon Lee : Senior Print Producer
David Corfield : Executive Print Producer
Gus Powell : Photographer
Kristina Florén : Art Buyer
Paulo Martins: Photographer for Yelena Isinbayeva
Maria Perez : Art Buyer for Yelena Isinbayeva
Emile Wilmar : Graphic Designer and Studio Artist
Piers Bebbington : Project Manager
2D PRODUCTIONS : Production Company
Shoot Location: BEIJING Date: 4-5 Feb 2008 (plus extra shots in Valencia)