ABOUT

Concept: a clip to promote sport and fitness in the capital by showing the psychological qualities which are used and developed by playing sport.
Three words have been chosen, one for each film clip, to show three different psychological attributes shown by the protagonists of the videos: 'drive', 'focus' and 'passion'. The different effects applied to the words enhance their meaning. The runners show 'drive' or stamina, which can flicker over a long distance but the fatigue is overcome and this is reflected in the glitch. The table tennis player shows 'focus' and intense concentration on the ball and this is underlined by the way the word moves in and out of focus. The rugby game shows a moment of strong physical contact, which shows the players' passion and determination to win and the RGB split with the colours overspilling reflects their passion. All three effects are then applied to the logo 'Fit London' which includes a silhouette of the city to inspire all Londoners to get playing sport and therefore develop these qualities themselves. The clip ends with the logo in sharp focus.