DEN OLYMPISKA SVENSKEN
Ahead of the 2026 Milano Cortina Olympic Games, we created film and stills together with Passion Lab for the Swedish Olympic Committee and their campaign The Olympic Swede. A tribute to everyone who shapes Swedish sport, from current and former Olympians to supporters and the entire community around local clubs.
We worked in a visual style that connects past and present by combining modern cameras with 8mm, DV and analogue stills. This gave the material a warm and timeless feel that reflects the campaign’s idea of Swedish sport as something built together across generations.
To bring in energy and personality, each athlete was filmed doing something connected to their sport, alongside portrait shots and interviews about what The Olympic Swede means to them. All participants also recorded the campaign manifesto, which becomes a shared narrative voice in the final film.
The result is a modern and proud expression that highlights Swedish sports culture and builds anticipation ahead of the 2026 Games.
