SOCHI PARALYMPIC GAMES
From impossible to I'm possible
In 2014, the Paralympic Games were held in Sochi; TBX Agency was responsible for the artistic direction and production of the video content used during the closing ceremony. Inspired by the greatest Russian artists, such as Wassily Kandinsky, TBX decided to combine the colours and shapes of great paintings to create an unforgettable show of projections across the entire field of the Fisht Olympic Stadium, where the perfect synchronisation of movements between visual art and athletes stands out.
Starting from the concept of geometric shapes and colours, the decision was made to emphasise the true meaning of “play” and competition. What better element than Tetris? The word “impossible”, composed of blocks, transforms into “I’m possible”, while athletes and dancers work side by side, accompanied by visual projections that transport the audience directly into the video game. This clearly conveys the idea behind the Paralympic Games: anything is possible if you want it enough.
Client: Olympic Committee
Art Direction: Giulio Majori
Agency: Balich Wonder Studio
Location: Sochi (RU)