22
2014

Dylan Coulter - An Olympic Advertising Campaign



In July 2013, photographer Dylan Coulter had the opportunity to shoot the CitiBank ‘Every Step of the Way’ multimedia campaign for the 2014 Sochi Olympic Winter Games. Shooting with a NIkon D800 and 35, 50 and 85mm 1.4 lenses, it was an exciting and complex undertaking. Eight Winter Olympic athletes were photographed in studio over the course of a week. There were a total of four sets, including one to create realistic portrayals of the athletes in action. Sport categories included alpine skiing, figure skating, luging, cross country skiing and hockey.

The national campaign includes print, out-of-home, cinegrams, social media and digital advertising as well as city-specific efforts. In New York, a portion of the Columbus Circle subway stations have been taken over with floor to ceiling banners as well as CitiBike stations, bus shelters and billboards throughout the city (photo above).

To see more images from this campaign, view Dylan's gallery here.

To see how the campaign has been used in New York City, see here.

The Making Of The Citi Sochi Winter Olympic Campaign Photo Shoot from Dylan Coulter on Vimeo.