Insight
A Games that redefines convention.
For the first time in 100 years, the Olympic Games returns to Paris. Only this time, the Games will break free from expectations, and the stadium. Spilling into the iconic streets of Paris to bring sport and heritage together against the backdrop of the city’s magnificent monuments, the city will transform into competition venues, bringing the Games closer for all to see and be a part of.
Idea
Break Free.
With full coverage of all 329 games, Warner Brothers Discovery gives viewers more freedom and control over the Games than ever before, getting them closer to every moment to be a part of it.
In a whirlwind of sports, old and new, shared emotion, heart-stopping moments, and a horse named Hugo – the Olympic experience unfolds in a high-energy narrative. What starts as a regular afternoon jog introduces us to the world of sport unravelling across the city. From the streets of Paris to the other side of Europe, everyone is tuned in and has jumped in. This Olympics, the Games just can’t be contained.
Break Free became a global production that brought together teams from France, London and Montevideo in Uruguay and Los Angeles to bring to life the world’s largest sporting event.
Across a set of six films, directed by Henry Hobson, a master of epic narratives – the 2024 Games came alive. Coupled with a bespoke track created in collaboration with French punk band, Shelf Lives, the story captures the rebellious spirit of the Paris’ Games.
Impact
Bringing Max’s Olympic experience to the world.
Break Free will air in 20 different languages across 50 European countries. The campaign will run on TV, DOOH, radio, social media, display and print.
“Our ambition was to create an exciting, vibrant and joyful film that was bursting with life while encapsulating our mantra of breaking free, achieved during the Olympics through the most immersive and user-friendly viewing experience anywhere with every moment of Paris 20204 available at your fingertips on Max, HBO Max or discovery+ across Europe.”
David Bernard-Bret, VP Marketing at WBD Sports Europe
