A visible tribute to the athletes who missed this 12 months's Olympic Video games
This summer, Tokyo should welcome the world's best athletes for the 2020 Olympic Games. Due to the Covid 19 outbreak that disrupted life around the world, the International Olympic Committee announced in March that the event would be postponed to next year.
While the traditional format of the corona virus pandemic canceled events around the world, it was an important decision for Olympic hopefuls who train all their lives to reach their climax in time for the games.
To document how athletes deal with and respond to changes in events, Butter Studio has launched a solemn project that highlights the challenges of staying motivated during a potentially life-changing time.
The project was triggered by the upheavals in the daily life of athletes, namely by disturbances in training, travel and mental preparation. The Butter Studio team became curious about what "top athletes think, feel and do at this moment," explains Cari Sekendur, director and creative director of the studio. "How do they adapt? What do you experience? How do lockdown and the postponement of the Olympic Games affect the daily lives of top athletes? How can we document this through graphic design? "
The project, titled She & # 39; s Going to Tokyo, illuminates conversations with ten international athletes from various sports. The interviews take a closer look at the everyday rituals and routines that athletes used to engage physically and emotionally, and how they adapt to a summer, away from athletics, the field, pool, or gym.
The conversations are brought to life through a mixed media aesthetic that combines photography, typography, video and 3D motion graphics to create a disrespectful visual language that channels the uniqueness of each athlete.
While the Olympic Games have had a long history of graphic design, the Butter Studio Design team wanted to use them to improve, in particular, the experience of women in sports, since they found women's sports – which at best still lack brand investment – . most susceptible to budget cuts and loss of sponsorship.
The project takes a documentary approach to sharing the stories of the athletes, from the customized training program of Canadian skateboarder Annie Guglia at home to the thoughts of Somali taekwondo athlete Munirah Abdiwahid about her sport. The images will be shared on Butter Studio's social media during the two weeks that the Olympics are scheduled to run from July 24th to August 9th.
"The hope is that this project will shed light on how the strongest and most disciplined women are currently living so that the rest of us may learn a few lessons," says Sekendur. "How can you reflect our common humanity and inclination to joy and hope even in the most difficult times?"
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