LEVEL UP YOUR GAME

THE PROBLEM

For the Paris Olympic Games, Visa had a problem. How would they engage Gen Z, a generation with a declining interest of traditional sports, with the world’s biggest meeting of competitive minds and bodies?

THE SOLUTION
The answer was this multi-market European campaign, Level Up Your Game - giving a platform to emerging Gen Z talent, partnering them with Olympic and Paralympic athletes - and tapping into their passions of gaming, music, fashion and creative technology to create bespoke products never seen before.

Fusing sport and creativity, this project inspired young people to look into their potential, ‘level up’ their passions and get involved in watching the games.

TEAM POLSKA

KINGA DRÓŻDŻ X CATCHUP X KAMIL WROŃSKI

Paralympic fencer Kinga, teams up with Kamil Wroński to create a track from the movement of her saber, with Catchup leading the project and a special feature from Brodka on vocals.

TEAM ESPAÑA

DESIRÉE VILA X MAR LUCAS X RAFA RABASA

Paralympian athlete Desirée Vila partnered with pop star Mar Lucas and emerging creative technologist Rafa Rabasa to create a reggaeton track using sounds created from Desirées running blade.

TEAM UK

ADAM PEATY OBE X TIGRIS LI X ELLIE DIXON

Rigging Olympic swimmer Adam Peaty’s body with movement receptors to turn his swim into a track by technologist Tigris Li, and a little help from Ellie Dixon.

JONNIE PEACKOCK X TALIA MAR X JULIA SPINOLA

Paralympic Jonnie Peackock partnered with notable gamer Talia Mar and emerging game designer Julia Spinola to create an auto-runner game starring Jonnie as the runner.

TEAM ITALIA

GREG PALTRINIERI X FRAFFROG X CAMI

Olympic swimmer Greg Paltrinieri partnered with comic artist Fraffrog and emerging artist Cami to create a mural for a new recreational sports space in Milan.