Gillette Creates Holographic Water Show Featuring Larger Than Life Athletes

The shaving brand virtually depicts the U.S. Olympic team in Boston Harbor.

Plus Aziz
Plus Aziz on August 2, 2012. @plusaziz
PSFK Coverage Of The 2012 London Olympics

To show support for their sponsored athletes, Gillette created a giant light/hologram show on the Boston Harbor. These 60 foot holograms of the US athletes extended from the water while a light show accompanied the holograms on the side of a building.

The show featured swimmer Ryan Lochte, sprinter Tyson Gay, and the USA swimming team. It features a track by M83 and is the result of a collaboration between KetchumKlip Kollective, and the highly specialized Proximity (which is BBDO’s “Global digital, direct, and CRM network” agency).

Check out a video of the light show below.

<iframe width=”560″ height=”315″ src=”” frameborder=”0″ allowfullscreen></iframe>


Gillette’s Light It Up