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We were commissioned to design a poster capturing the celebration of our country's record-smashing first Olympic gold.
The winning time of 50.39 seconds in the 100m men's butterfly stroke catapulted the athlete from relative obscurity. As it has been an event that has already been widely-covered for months in the media by the time the poster was commissioned, the public was already numb to direct reports of it, and there was a need to create clues to the event in a more indirect way.
The abstraction of basic shapes and obscured typographic legibility was used to create an underwater scenario and to achieve an ambiguity of the event report, in order to re-capture the audience's imagination and to look harder and question what the poster was about.