Sky reimagines the Olympic Games Paris 2024 in AI-assisted campaign via DDB Group Aotearoa
Sky has created a new AI-assisted campaign to promote its exclusive TV broadcast of the Olympic Games Paris 2024, with support from creative partner, DDB Group Aotearoa.
Called From the Streets of Paris, the campaign reimagines Paris and the Olympics in the style of 19th century impressionism using generative AI techniques.
Dan Kelly, chief customer officer for Sky, said the campaign was designed to get New Zealanders thinking about the Olympics in a different way: “Every four years, the Olympics brings our country to halt. This year, the jaw-dropping locations of the Games will also stop us in our tracks, from beach volleyball by the Eiffel Tower, to equestrian at the Chateau de Versailles.
“The campaign captures your attention by bringing together the famous Impressionist style of painting and Olympians in action – including some New Zealand athletes, thanks to our partnership with the New Zealand Olympic Committee.
“The team at Sky are proud to be bringing Paris 2024 to New Zealanders and this campaign will get sports fans around the country excited for the spectacle of the Olympic Games.”
Says Matty Burton, group chief creative officer, DDB Aotearoa: “For centuries, humans have been obsessed with the streets of Paris, which feature in some of the world’s most famous artworks, especially those from the French impressionists such as Paul Cézanne.
“Using AI for the visual style, generative fill and animation, we have created a campaign for Sky that presents Paris 2024 in an entirely unique way. This campaign draws on the inspiration of the past with the technology of the future.”
The campaign highlights multiple sports across out of home and through a series of 6, 15 & 30-second films, that will run across the Sky platform, VOD, digital and social media from 8 July.
Sky is the exclusive TV broadcaster of the Olympic Games Paris 2024. Watch 12 Olympic channels on Sky and Sky Sport Now, or watch free-to-air on Sky Open from Thursday 25 July to 12 August.
SKY:
Dan Kelly – Chief Customer Officer
Chas Ort – Head of Marketing, Brand & Planning
Mark Trowill – Sky Sport Marketing Lead
Natasha Lewis – Sky Sport Now Marketing Manager
Creative Agency: DDB Group Aotearoa
Post Production Company: DDB
Post production online: DDB
Soundtrack/composer/music: DDB
Media Agency: OMD / Fuse
9 Comments
Using ai to create an image isn’t news unless the result is incredible.
I’m not convinced this is incredible.
Ugh.
“This campaign draws on the inspiration of the past with the technology of the future.” – But the person looking at it won’t know it’s AI? So it just looks like an average painting.
That ‘animation’ ad film thing is average, imagine what a human could have done…?? I get the use of gen AI for the artwork.. a good use for it. As it’s a remix of existing elements. It’s what it’s good it. But why create a below grad level animation with it? Weird approach.
Love it
I think it’s nice to bring attention to this cultural intersection.
Lovely, slick work… that honestly stands better on its own than with this AI-this AI-that gratuitous write-up. The impressive part is the insight, not the use of AI.
It doesn’t make me want to watch the olympics. On Sky.
Looks cool.
help me find the idea in here?