How do you capture the first Olympic Games that isn't being played only in stadiums but across the city?
You Break Free from convention and bring the Games to life across the city of Paris.
After 100 years, the Olympic Games returned to Paris. Only this time, the Games weren’t played in your average way. They broke free from expectations and the stadium.
When the city transformed into competition venues, it only made sense to bring them to life by showing them spilling into the iconic streets of Paris and bringing sports to everyone, wherever they were.
In a whirlwind of sports, old and new, shared emotion, heart-stopping moments, and a horse named Hugo – the Olympic experience unfolds in a high-energy narrative.
What starts as a regular afternoon jog introduces us to the world of sport unravelling across the city. From the streets of Paris to the other side of Europe, everyone is tuned in and has jumped in. This Olympics, the Games just can’t be contained.
Break Free became a global production that brought together teams from France, London and Montevideo in Uruguay and Los Angeles to bring to life the world’s largest sporting event.
Directed by Henry Hobson, a master of epic narratives – the 2024 Games came alive. Coupled with a bespoke track created in collaboration with French punk band, Shelf Lives, the story captures the rebellious spirit of the Paris’ Games.
Coverage:
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Credits:
Creative Director: Fouad Hammoud
Creative Team: Ava-Lien Shoshan, Eleanor Farish, Dezharn Lechisa
Agency Producer: Pelle Westerback
Agency: AKQA
Director: Henry Hobson
Production Company: MJZ
Post Production: Coffee & TV