Seed:
Since introducing the tagline “Original Works of Sport” for the X Games a year and a half prior to kicking off the Winter X Games 13 campaign, “Original Works” have referred to everything from the ever-evolving suite of events to the courses to the jaw-dropping stunts performed by the athletes. For a yearlong campaign targeting both casual and hardcore action sports fans, we decided to reinvent our original notion: that the athlete is the artist and the X Games is their canvas. We decided to utilize a technique known as “real world stop-motion animation” to tell our athlete stories. Inspired by artists painting upon city streets and walls to create these animations, we wanted to tell the stories by drawing the athletes’ stories in their natural habitat: in the snow, the dirt and the asphalt. The result, a combination of painstakingly hand drawn trails and CG work, “blueprints” depicts stories of how tricks are dreamed up and eventually executed. Online and in the telecast, the stories provided a perfect entry point for opening a new dialogue with viewers about what goes into a trick and what defines an athlete’s personal style.
Spark:
Print:
Online:
originalworksofsportgame.com
ESPN: Winter X Games 13
