The Olympic Games

How do you tell the Olympic story when you only have a few seconds?

You find the human moment that stops scrolling in its tracks.

The breath before the starting gun. The moment he breaks the world record. The celebratory tears in her husband’s arms. The feeling that the Olympics matter because they are made from us - from the best of us.

For the Olympic Games Paris 2024 and the Olympic Winter Games Milano Cortina 2026, Lady Who worked alongside Publicis teams to translate the scale, emotion, and momentum of the Games into short-form visual storytelling across YouTube, Connected TV, and social platforms.

The challenge was to identify the story and the call to action quickly, and build a version of it that could survive every format while people are quickly scrolling.

Lady Who led the creative strategy and narrative development behind thousands of assets:

• defining campaign hooks,
• structuring story arcs,
• writing social-first scripts,
• crafting text-on-screen storytelling,
• and guiding editing and visual direction across formats.

Every piece had to land instantly, communicate without context, and have a strong call to action whether seen on a living room screen or mid-scroll on a phone.

Working in real time before, during and immediately following the Games, the approach balanced anticipation and immediacy: building momentum before events, capturing attention during competition, and extending the life of moments after they happened.

Athlete stories, ticketing pushes, fan engagement, app downloads, membership campaigns, partner activations, live results, medal wins, highlights, replays, and countdowns - all shaped through a consistent narrative lens.

What is the story, and how do we make people feel it before they look away?

Lady Who helped shape Olympic moments into films measured in seconds: immediate, cinematic, and impossible to miss.