Mother has created a new campaign for Figs, the official outfitters for Team USA at the Olympics and Paralympics. Team USA’s medical team, that is – arguably the most important and least visible part of any Olympic effort.

Created to launch the Figs x Team USA collection ahead of Paris 2024, the campaign centres on a rousing film, Anatomy of a Champion, which frames the medics as “the builders of record-breaking bodies”, according to Team USA and Figs.

At the same time, it shows just how gruelling the life of a top athlete is, with every crunch, crack, scream and sob captured in the film, set to the sounds of the nursery rhyme Head, Shoulders, Knees and Toes. The film was shot at the US Olympic and Paralympic training facility in Colorado, and features real healthcare professionals and athletes, some Olympians and Paralympians among them.

The campaign will also include social content, OOH executions in cities across the US, and activations including an event in New York City, where the ceremony will be livestreamed alongside ‘Parisian inspired experiences’, and an event in Paris itself at the Team USA House.

Credits:
Agency: Mother
Production Company: ProdCo
Director: Lana Senaoui
DOP: Octavio Arias
Edit: Shift Post
Post: Time Based Arts
Sound: 750MPH
Music: KOM Music