Team USA
Associate Creative Director, Copywriter
BP sponsored nine Olympic athletes fighting for the gold. We created a 360° campaign, including iPad apps, Time Magazine inserts, and 18 spots to introduce Team USA to the watching world.
Olympic advertising is crowded with spectacle and clichés. Athletes become highlight reels, brand messaging gets bolted onto “Go team USA” messages. Our challenge was to humanize the athletes as they went through the Olympics, updating the campaign live as athletes were cut from events, and integrating BP into their story without making it about the corporation.
I helped develop and write an 18-spot, 360° campaign built around two complementary storytelling approaches. One set of films focused on the athletes themselves—their discipline, mindset, and personal stakes. The other highlighted the unseen network of support behind them, mirroring BP’s role in the journey.
As the Games unfolded, the spots were strategically released and updated for broadcast, allowing the narrative to evolve in real time alongside each athlete’s performance. The result was a cohesive campaign that balanced intimacy and scale. We extended the campaign to Time Magazine and an app, positioning BP as a steady presence behind Team USA’s road to the gold.