The brief from the agency asked us to create a poetic, sophisticated and awe-inspiring Olympics campaign that embraced the idea that “impossible is nothing” for the people of China.

We wanted to create something epic—not in a loud, over-the-top way, but as something understated, intimate, and big at the same time. This is why we wanted to blend live action—the athlete’s recognizability and human emotion—and pencil—a softer delicate quality.

The intended audience for this piece was the general public of China, where it was broadcast on television.