Posted by Darren Brooker, 10 August 2012 12:34 pm
Just as Hopkins Architects Olympic Velodrome was inspired by the unrivalled efficiency of the bicycle, CrystalCG's promo for the Velodrome is an ode to both the elegant structural form of the Velodrome, and the beauty of cycling itself...with an ever-so-slight nod to the aesthetics of Tron. And as if there hadn't been enough excitement in this Olympic venue over recent weeks, the 6,000 people lucky enough be packed into Hopkins' 21st century colosseum were treated to a big-screen showing of the sequence ahead of each gladatorial battle for gold.
With heart-pounding rhythms - that reflect perfectly those of the competitors - composed by the Chemical Brothers as part of the Rock the Games initiative, the promo set the sleek venue pulsating with even more excitement, showing the Velodrome as an acid-tinged set for an intense robotic time trial.
“We’ve created sweeping contours and sleek surfaces as the backdrop for an intense, futuristic cycling ‘duel’ as two animated riders power round the track,” said Darren Groucutt, creative director at Crystal. “It truly brings the Velodrome to life.”
Crystal was appointed in early 2009 as the official Digital Imaging Services Supplier for the London 2012 Olympic and Paralympic Games, but what is quite baffling is quite how it is able to promote its work so openly, yet dozens of architects are gagged on any self-promotion related to their work on the games.
The Crystal promos have certainly found a comfortably contemporary fit within what's turned out to be a very distinctive-looking games, and with Team GB taking their dominance of cycling to new levels, the Velodrome looks set to live on in the legacy of London 2012 and the hearts of British cycling fans.
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