Olympic Bus Wraps
During the 2024 Paris Olympics, two KC Current players were called up for their national teams. The club purchased advertisements on the back of double-decker tour buses at the four Women’s Soccer venues (Lyon, Nice, Marseille, and Bordeaux). The campaign aimed to showcase CPKC Stadium as a world-class venue for women’s athletics.
Although I had experience with large vehicle wraps, I had never collaborated with a printer on another continent. The team hired a French printer and translator to manage communication. Time differences and language barriers slowed proofs and feedback. French law also required a full translation of any foreign-language ad, effectively doubling the copy that had to fit the available space.
Process
The campaign title, “The Gold Standard,” played on both the Olympics and the world-class facilities at CPKC Stadium. As a nod to France’s artistic heritage, the player and stadium appear inside an ornate golden frame, with the player’s leg and ball extending in front to create the illusion of a living artwork.
During the photoshoot, I directed players to pose as if stepping through a doorway and gripping the frame. When that proved difficult to replicate, we chose a simpler pose with one foot on the ball, which I masked to appear in front of the frame. The gold frame combined compositing and AI generative fill. Additional logos and copy were carefully placed to avoid lights, vents, and mandatory stickers.
Print Designs
Tour Busses wrapped
