Ahead of the Tokyo 2020 Olympic Games, the United Nations High Commissioner for Refugees (UNHCR) and the International Olympic Committee (IOC) wanted to raise awareness of the Refugee Olympic and Paralympic Teams - a group of elite athletes forced to flee their homes, now competing on the world stage under the refugee flag.
While the Olympics are usually a time for global unity and celebration, the personal stories of refugee athletes often go unheard. The challenge was to help the public see them not just as competitors, but as survivors, symbols of resilience, and beacons of hope, and to do so in a way that cut through on a global stage already saturated with stories.
The Olympic journey is universally understood: years of sacrifice, perseverance and grit. But for refugee athletes, the path is even more complex. Before they can chase medals, they must first seek safety, often fleeing conflict, persecution or oppression.
We framed our narrative around this stark contrast: running from something vs. running towards something. We needed a creative approach that would emotionally connect viewers with these journeys, bringing the refugee experience into sharp focus in the context of the world’s most inspiring sporting event.