INSIGHT
Virgin Media have a longstanding relationship with Usain Bolt. To celebrate this association and Bolt as a super hero athlete, Virgin Media commissioned a film reflecting on his life, achievements and how we can all be inspired by this.  The film is 10 chapters long, each 9.58 seconds, this being the time that Bolt ran the 100 metres in to break the world record in 2009.
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IDEA
To showcase the film to the media, CURB Media built a 100 metre length video screen showing Usain Bolt running across in 9.58 seconds followed by a sequence of short cuts from the film, while the London Eye itself became a giant stopwatch counting down Bolt’s time.

On the evening of Tuesday 5 July, the screening shone a light on London, reflecting back on 2012, celebrating a legacy, promoting the Anniversary Games and building anticipation for the 2016 Olympics. The screen was displayed on a floating pontoon, travelling down the Thames into a final position for a screening in front of the London Eye – where the media and guests were assembled in the capsules. The entire sequence was filmed from Victoria Embankment and a helicopter. The screen itself is the longest of its kind ever constructed, comprising 108 floating pontoon decks topped by 600m2 of horizontal LED screen.