Sport 24: Olympic Games Paris 2024

Client: Sport 24

Jump was commissioned by Sport 24 to create a fully integrated campaign for their Olympic Games Paris 2024 coverage. Sport 24 needed a cohesive, creative concept that could live comfortably on-air, in print and across all digital formats. The campaign had to capture the variety, excitement and joie de vivre of the Olympic experience in such an iconic city, whilst showcasing the synergies between sport and travel (the destination being Paris).

Between 26 July – 11 August, Sport 24 will be broadcasting over 360 hours from 188 events, LIVE, inflight to millions of passengers globally. Here is their current list of airline partners.

Simon Pullinger, Creative Director at IMG’s Sport 24:

“It’s been another huge summer for Sport 24, with the Olympic Games Paris 2024 and UEFA EURO 2024 broadcast live on the channel. Sitting amongst a packed summer schedule of events like Wimbledon, The Open, Formula 1, SailGP and MotoGP, we wanted to create a truly stand-out channel takeover to inform partners and passengers that Sport 24 would be broadcasting the Olympic Games live inflight.

The brief had to reflect the unique location of Paris 2024, and this has been vividly brought to life by the team at Jump Design. Their exquisite art nouveau stylisation (with even a hint of Gilbert and George) perfectly synced to our specifically composed music track, written and performed by local Parisian rap artist Lean Chihiro and produced by the team at Wavze Music – we’re very proud of the unique collaboration that has created a brilliantly bold and impactful channel campaign for the duration of the Olympic Games.”

Dave Skinner – Art Director at Jump:

“We came up with several design approaches for the pitch and were delighted when our concept called ‘Nouveau Heights’ was selected. Our idea was to create a modern, grungy Art Nouveau Parisian pop-up landscape. The scenes would contain illustrated Olympians within an ever changing framework of exciting, dynamic action in a modern take on the classic French Art Nouveau style.

Art Nouveau was often inspired by natural forms such as the sinuous curves of plants and flowers. Characteristics of Art Nouveau are a sense of dynamism and movement, often given by asymmetry or whiplash lines. Mixing the strong dynamic style with the treated Olympic footage creates a modern feel. Always moving forwards and upwards to Nouveau Heights.”

DS: “The design’s look and feel was achieved using a number of different methods. We captured 50 stills of previous Olympians in action and then painted over them in Photoshop to create the oil paint effect. These were then cut out along with 50 Paris landmark stock-images.

We used a new technique with MidJourney AI to generate the Art Nouveau frames, which we then adapted in Photoshop creating the symmetrical designs. The animated sequence was then brought to life in After Effects, using combinations of animated layered textures and colour grading which captured the Sport 24 branding of our pop-up world.”