The Birmingham 2022 Commonwealth Games is an international multi-sport event where 72 nations competed across 283 events in 20 sports. DRPG was the Official Promotional Events Services Provider and, as part of this, we were tasked with creating a film to launch the stylish new uniform that the 14,000 volunteers of the games would be wearing. This was a huge moment for all involved, so the client wanted an exciting film showcasing not only the uniform, but the inspiration behind it, with subtle nods to the culture and wealth of talent on offer across Birmingham.
To do this, we filmed in the locations across Birmingham that inspired the uniform design itself. For example, the waves on the shirt that were inspired by the iconic Selfridges building, the diamond shapes that were inspired by the luxurious Jewellery quarter and the circular pattern inspired by the brilliant library of Birmingham. Naturally, there were challenges with the locations, especially while filming during the build-up to the Games. To combat this, we had to get creative with where we could film, while still showcasing the diversity of the city.
We also used this film to showcase local talent, working with a professional free runner, a freestyle dancer and a parasport athlete. This really helped bring the film to life and capture the excitement, energy and passion buzzing throughout the city. The creative hook of the film was to introduce the protagonists without the uniform, and to give each of them a ‘reveal’ moment as they gradually made their way to a final destination. There, we highlighted the intricate details of the uniform in a final fashion showcase set to the backdrop of the Birmingham skyline.
We knew it was important to get the right locations and people on screen, but what wouldn’t be apparent were all the hours and hours of hard work that had gone into the designs themselves and where the specific detailing had found its inspiration. To make sure viewers could see all this hard work, detailed motion graphics became part of the film, interacting with the environment and people within the scenes. This provided the film with an extra dimension, giving the viewer a visual feast that brought the designs to life as we transformed the protagonists uniform from plain clothing to the show-stopping final design.
The film debuted at the Volunteer Orientation Broadcast, giving the Commonwealth Games Volunteers the first exclusive reveal of the uniform with a live and virtual audience of over 10,000 people. Moments after the launch, it was released to the rest of the world across multiple platforms, including the Commonwealth Games’ social media channels, as well as receiving news coverage via BBC News, ITV News, Business desk, Express and Star, Inside the Games, Birmingham Live and BrumHour.
"While it’s perhaps easy to say, we really did create a bit of history together. From staff, prior Gamers, and most importantly the volunteers themselves, the feedback has been both plentiful and overwhelmingly positive. The slickness and professionalism really shone through."
- Director of Workforce and Volunteering at Birmingham 2022 Commonwealth Games.