LA28 Brand Launch

Stink Studios was a key part of the team that came together to launch the brand of the LA28 Olympic and Paralympic Games. We led brand and content strategy efforts, created brand launch visual guidelines, shot 23 mini-docs, delivered a library of brand photography, and produced a heroic anthem film.

The anthem film was shot over three days in Los Angeles and directed by Stink Films' Eliot Rausch. We worked with real Angeleno athletes, artists and community members, from east to west side, taking the viewer on a ride through the real LA.

There has never been a more important time to give rise to new voices that create a positive change in the world. LA28 aims to build a movement from the ground up. These Games are commited to the strength in diversity that LA represents.

Our brand launch toolkit parsed the visual language of LA28 into a sequenced rollout plan to meet key goals and provide opportunity for continued evolution in the years leading up to 2028.

Our 23 'A' Creator mini-docs take us inside the experiences of athletes, artists, and change-makers who contributed to the dynamic LA28 logo. Each has imbued their logo with the essence of what the city represents to them, and what they hope for LA's future.

Keith Oshiro shot a library of brand photography and portraiture of our LA28 'A' Creator partners throughout the city.

Our work came together with the efforts of six other local agency partners to bring the LA28 story to life, including Works Collective, Media Monks, Cashmere Agency, Giant Spoon, Clàrus, and the Nike Design Team.