Background

Swatch, official timekeeper of the 1996 Centennial Olympic Games in Atlanta commissioned the construction of a pavilion in Centennial Park to the San Franciscan architectural firms Eye Candy and Pfau Architecture.

Objectives

Swatch approached Magic monkey to collaborate with the architects in defining a monumental communication solution. The purpose was to entertain the thousands of people visiting the Centennial Park every night and reinforce Swatch's brand presence.

Solution

Magic Monkey conceived and produced an integrated distribution of horizontally sequential retro-projected images. The images and colors changed every night. Some of the images were daily Scan-O-Vision photo finishes of races, as well as Annie Leibowitz’ complete Olympic Portfolio. The bulk of the images were adapted from archival footage of Olympic Legends, such as Nadia Comanecci and Mark Spitz.