2012 Summer Olympics

“History” :60

“Transform” :30

“Together” :30




  • Creative Direction
  • Scripting
  • Editorial
  • Sound Design
  • Finishing
  • Project Management

Sound Mix


About the Project
NBC Sports came to us to produce the first round of their massive global marketing campaign to launch the 2012 Summer Olympics set in London. The project involved several hurdles. (Oh come on! You can’t expect us not to use sports metaphors.)

With a short lead-time, production was literally a race to the finish line. The first challenge involved ingesting and reviewing hundreds of hours of footage from the previous Summer Olympics held in Beijing. We received isolated camera angles for each event (called ‘melts’). This gave us great flexibility, but tripled, and in some cases quadrupled, the amount of material.

A small army of writers wrote dozens of scripts that were narrowed down by ANATOMY’s creative director Mark Valentine and presented to NBC Olympic President John Miller. Several scripts were selected and we began editing day and night. Thankfully there’s a Starbucks nearby. We delivered the campaign the day before they were set to air – during the annual live telecast of the Macy’s Thanksgiving Day Parade.