TikTok Dives Into Olympic Fever in New Campaign

Aug. 28, 2024

TikTok is riding the wave of Olympic and Paralympic fever in a new campaign from Mojo Supermarket. Julie Reali and Lesly Lynch directed the campaign as duo CHAOS, as well while also helming post production as founders of Space Cowboys studio.

The dynamic campaign positions TikTok as the ultimate platform for experiencing the Paris 2024 Olympics, transcending traditional coverage to tap into behind the scenes moments as divers, gymnasts, and martial artists dart across the screen.

Tasked with blending two distinct brand identities, CHAOS opted to spotlight the common thread between the two: the celebration of extraordinary moments as they happen. As an embodiment of this raw and immediate ethos, the film was shot entirely on iPhone. Rooting Olympic athleticism in the dynamic visual style of TikTok, the team also utilised match cuts and motion tracking to transition between in-app user-generated content and real-world scenarios to represent the diversity of both brands.

With just 10 days of pre-production from concept approval to shoot, casting needed to be completed fast. CHAOS recruited a diverse and inclusive array of athletes to perform the stunts seen in the film, reviewing countless performance videos to ensure they could precisely match cut their movements, such as seamlessly stitching together a diver’s leap with a gymnast’s spin.

The final injection of energy came in post production, embodying the pace and visual style that define the TikTok experience. The first step was an extensive research and development phase, including storyboarding and style development, to ensure the film’s motion graphics and VFX would integrate seamlessly into the live-action footage. TikTok UI elements and flying 3D emoticons were also crafted to deepen the sense of immersion into the app.

To achieve smooth and dynamic transitions between scenes, Space Cowboys integrated phone screen overlays, speed ramping, and shot stabilisation, elevating the authenticity TikTok experience to a cinematic level. Dynamic sound design played a crucial role, combining natural sound effects with TikTok's signature audio cues for a cohesive auditory experience bridging the digital and real world. Colour grading and motion graphics provided the finishing touch to mirror TikTok’s vibrancy and playfulness while delivering the polished quality needed for the campaign.

Julie Reali commented:

"As CHAOS, we always draw inspiration from TikTok's creative ecosystem. This project was a perfect opportunity to merge our dynamic filmmaking with TikTok’s spontaneous, playful energy and creative transitions. Our concept created a film that felt both authentic to the platform and celebratory of the Olympic spirit"

 

Lesly Lynch added:

"We are proud of our team, working with a smaller-than-usual crew, given the project’s scale we managed to deliver a meticulously crafted film that integrates diverse voices and talents, showcasing the richness of individuality and grandeur of performance that both TikTok and the Olympics embody. The final product feels like a seamless extension of the TikTok platform, yet it stands on its own as a dynamic and engaging piece of storytelling."