The Challenge
In the context of the Paris 2024 Olympic Games, Electrolux asked us to showcase five products — a vacuum cleaner, a hob, an oven, a washing machine and a tumble dryer — for a campaign running at Darty. The idea fitted into a single image: showing that a champion’s precision and a household gesture are one and the same. It still had to be built. The whole difficulty was synchronising to the millimetre the postures of Romain Cannone, Olympic épée champion in Tokyo and world champion in Cairo, with his everyday gestures, so that the lunge and the opening of an oven door became one single movement.
Our Approach
Each visual is built on a vertical dividing line: the athlete in kit on the left, the same man at home on the right, in exactly the same posture. That match is not a post-production effect, it is prepared on set — shared framing, identical eye level, continuous light from one side to the other, and direction accurate to the centimetre. Once the grid was set, it could be repeated: five products, five gestures, one visual signature recognisable on a shelf as well as in a feed.
The Deliverable
Five key visuals and a series of animations extending the principle into movement, released in store and online. The campaign gives Electrolux what every appliance brand is looking for: moving beyond the spec sheet to establish one simple idea, held across every medium — at the cutting edge of performance, from the fencing piste to the kitchen.
This was not our only Olympic assignment that year: in 2024 the agency Moonlike (Australie.GAD group) also entrusted us with “Eyes on the Games” for Optic 2000, our first TV commercial. Two unrelated brands, one season, and the same requirement: to carry a performance message without falling into the expected sporting imagery.
Project images
