To narrate, over three years leading up to Los Angeles 2028, the sporting and human journey of four Olympic and Paralympic athletes. The goal was to build a strategic social storytelling framework able to merge their athletic excellence with BTS’s values and identity.
BTS road to LA
A story of sport,
people and
community.
challenge
solution
Strategy came first: we designed a long-term editorial roadmap built around narrative streams capable of balancing performance and personality. We created a meaningful connection between BTS’s values and the essence of each athlete, producing content born at the intersection between their stories and the bank’s corporate culture.
4 Olympic and Paralympic athletes
8 shoots
300+ content assets
8 shoots
300+ content assets
relationships before content
The secret ingredient? Trust. Creating an informal atmosphere and making the athletes feel at ease became the real accelerator of the project. In a short time we put together a rich archive of spontaneous and authentic photos and videos which became the foundation of the entire narrative.
a sporting endeavour
Constant training, discipline, learning from mistakes, starting again. We captured and zeroed in on the parallel between the athletes’ journeys and BTS’s vision: an enterprise built on people, commitment and goals.
credits:
PRODUCTION: FrontierFactory