As Usain Bolt prepared to run his last ever 100m race, CURB, the creative technology and innovation arm of CSM Live, delivered state-of-the-art projections for Virgin Media to mark the occasion. Bolt, who has been a Virgin Media ambassador since 2012, crossed the finish line for the last time in a 100m final just after 21:45 on Saturday 5th August, picking up a World Championship bronze. To pay homage to the fastest man on the planet Bolt was beamed onto the streets of London for a virtual victory lap to celebrate his incredible record-breaking career. The activity was all captured in a cutting-edge film, titled #ARunningLegend, in which Bolt is seen running through well-known locations and across famous landmarks while taking in some of his favourite haunts in the capital.
As Bolt sets off on his lightning-fast journey, he races from Brixton Recreation Centre, under Brixton Rail Bridge through to Cold Harbour Lane. He then sprints through the Southbank with the world famous Tower Bridge as a backdrop and then across the front of the iconic Tate Modern. The film shows him crossing the river past Embankment Underground Station, where he makes his way to East London, towards Brick Lane, which marks the location where he DJ’d after his gold medal winning success at London 2012. Bolt then heads back to the West End, where he is projected dancing above clubs in Soho, where he famously celebrated his 30th birthday last August. The video culminates with Bolt finishing his victory lap at City Hall with an epic shot of the London skyline, where the hashtag #ARunningLegend is projected onto the building to close the film.
Adam Azor, Managing Director at CURB, said: “When it comes to honouring Usain Bolt, you can’t do anything less than extraordinary. CURB wanted to celebrate his relationship with London by telling a story that was delivered using the latest projection technology and which allowed the great man to run London one last time.” Kerris Bright, Chief Marketing Officer at Virgin Media, added: “The fastest man on the planet goes hand in hand with the fastest broadband and Usain is super-fast and super entertaining; the perfect embodiment of Virgin Media. Beaming Bolt’s epic ultra-fast victory lap is a unique and fitting way to mark his last ever 100m final and celebrates our long and continued association. Usain Bolt is a true running legend.”
In related news, Gatorade’s latest tribute film from TBWA\Chiat\Day celebrates the magnitude of Bolt’s achievements by reimagining his legacy as the true force of nature that it really was. In addition to the film, Gatorade worked with the London and Cape Town based art collectives, ilovedust and BEWILDER to create 41 unique pieces of art, each representing a milestone in Usain’s career correlated to the 41 historic steps Usain Bolt took in his world record–breaking 9.58- second 100m race. The pieces will live online as another first-of-its-kind digital flip book, giving users the chance to swipe through each piece quickly to animate Usain’s historic run.