Olympics & Paralympics campaign: documenting athletes across Europe
- Pierre Caudevelle
- Mar 27
- 2 min read
Overview
As official travel partner of four national teams for the Paris 2024 Olympic and Paralympic Games, Eurostar positioned itself at the center of athlete mobility across Europe.
This project translated that partnership into a content campaign documenting athletes both in transit and in preparation, across several European locations.
Objectives
Support Eurostar’s Olympic & Paralympic partnerships through original content
Humanise elite athletes beyond competition moments
Create a multi-market content series adaptable across channels
Connect sport, travel and storytelling within one narrative
Strategy
Rather than focusing only on competition or performance, the campaign was built around the journey of athletes.
This included:
travel moments (train journeys across Europe)
training environments
personal routines and preparation
Key idea: Shift from performance to process. Everyday reality.
This aligns with Eurostar’s role as the infrastructure behind the Games, transporting over 2,000 athletes and staff across Europe.
Creative approach
The project followed a documentary logic:
capturing athletes in real environments (train, training spaces, cities)
combining portraiture and “day in the life” sequences
working with natural light and minimal setup
maintaining visual consistency across countries
This created a narrative that is: intimate, grounded, and continuous across locations.
Deliverables
Video series
“Day in the life” format with Eurostar colleagues experiencing a training day
short documentary episodes
multi-country production
Photography
portrait series of athletes
contextual images (travel, training, backstage moments)
Exhibitions & brand content
visual assets displayed in Eurostar lounges
content adapted for social and communication channels
Role
Creative production (photo & video)
Narrative development (episode structure, storytelling)
On-location production across multiple countries
Coordination with internal teams and stakeholders
Outcome
A content series aligned with a major international event
Strong articulation between brand (Eurostar) and human stories (athletes)
A visual system reusable across markets and formats
Key learning
Access creates differentiation.
By documenting athletes in moments that are usually unseen (travel, preparation, transition), the project created a more distinctive and human narrative than traditional sports coverage.
Why it matters
This project shows how a transport brand can move from a logistical role to a narrative role, becoming part of the story rather than just enabling it.
