Gillette Creates Holographic Water Show Featuring Larger Than Life Athletes

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

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.

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Gillette’s Light It Up