The 2012 sporting calendar is a unique pinnacle in British sport and creativity. As an agency that prides itself on high-end sport art direction and creative concept development we wanted to celebrate this fact. We titled the project Monument.

 

Working with photographer John Ross, we explored and developed a unique casting technique first utilised by John in his 2010 project Impressions. Identifying a link between Greek sculpture and the alabaster-like visuals produced from this method of casting, Monument documents, preserves and celebrates outstanding athletic achievement.

 

Representing 10 disciplines, athletes were cast to display the physical attributes specific to their sport – the swimmer’s shoulders, the fencer’s poise, the specific twist of the relay baton pass. Our attention to the minutiae of correct pose and form is in direct homage to the unwavering dedication of the athlete as they train to be the best in their field.