Invictus Games Orlando 2016

Summary

Greenlight Ad was enlisted to create marketing collateral and a new visual theme for the Invictus Games 2016 event in Orlando, Florida.

Role

  • Theme design
  • Print and digital layout designs
  • Photo editing
  • Creative directing freelancers

Introduction

The Invictus Games is an olympic-styled event specifically for wounded, ill, or injured soldiers. The event was first held in London in 2014, then came to Orlando, FL for the 2016 event. Greenlight Ad (now GoDo Discovery Co.), was first tasked with creating a sponsorship brochure to help secure funding for the games.

Sponsorship Brochure

Sponsorship brochure: cover

Sponsorship brochure: inner spread

Sponsorship brochure: inner spread

Sponsorship brochure: inner spread

Sponsorship brochure: inner spread

Visual theme

We used a yellow motion blur to indicate mobility and movement of the athletes and a black background tiled with positive “UN” words like “unbroken” and “unconquered.” Wherever the motion blur overlaid the background, the words were revealed within the yellow blur. Other words could be highlighted at random, which worked nicely for banner ad animations.

The visual concept uses stylized photography to illustrated how participants are not immobilized by the tragedies they experienced, but are moving forward with the help of the Invictus Games.

I was given the opportunity to travel to Washington, D.C. to help creative direct the photoshoot for these pieces. I retouched and composited the photos in the campaign style and from those photos, we created a number of marketing pieces and a series of programs available to attendees of the event.

Photography style

Hero image
Flow for banner animations

Official Program

These programs were the most challenging element of the project, as we had to obtain content from military representatives of dozens of different countries and represent everyone in an equitable way. After creating the initial look and feel for the programs, I was responsible for creative directing the other designers and freelancers who collaborated with us to complete the books.

Official program cover

Official program inner spread
Official program inner spread
Official program inner spread
Official program inner spread

Family and Friends Program

Family and Friends program cover

Family and Friends program contents
Family and Friends program inner spread

Family and Friends program inner spread
Family and Friends program inner spread

Conclusion

After months of effort and overtime, the project was complete and I was able to attend the games in Florida. I feel privileged for having worked on this project and it was truly an unforgettable experience.