RKCR/Y&R and Passion Pictures' Pete Candeland team up for the BBC's marketing campaign and title sequences for the London 2012 Olympics.
Fully animated, the sequence centers around the idea of the U.K. as one giant stadium, featuring British athletes practicing in every corner of the country. Swimmers dive in the Scottish lochs, sprinters run in the streets, and weightlifters practice dockside.
The accompanying music, 'First Steps,' was written and performed by Elbow, along with the BBC Philharmonic Orchestra and the NovaVox gospel choir. Check out the gorgeous full version here.