As Olympic fever picks up pace, digital design group Red Bee Media is launching a major promotional film for the 2008 Beijing Games.
Entitled Seats, the film is a collaboration between the London and Beijing offices of Red Bee, created for the Beijing Organising Committee for the Olympic Games.
Expected to reach a potential audience of 1.3 billion people, the film will be rolled out across Chinese TV, cinema, transport systems, domestic and international flights to and from China, and in the iconic Bird’s Nest Stadium during the games.
The film was directed by Red Bee’s Mark Chaudoir and shot in locations all over Beijing, taking viewers on a visual journey through the traditional alleyways of Beijing Hutong, to shots of residents practising Tai Chi in Jingsham Park and the city’s latest light rail station.
The red Olympic stadium seats are made visible in every location, symbolising the modern Chinese message of hospitality and inclusiveness, according to Andy Bryant, Red Bee director of creative.
This film is the second high-profile Olympic project for Red Bee, which announced its appointment to work with the Chinese state broadcaster CCTV on its Olympics title sequence and graphics in June.