On New Year’s Eve, the Canadian Olympic Committee launched their “its most integrated, digitally enabled and largest brand undertaking in its history.” The campaign, #WeAreWinter, showcases the work of a critically acclaimed director-producer, Henry Lu and one of Canada’s top photographers, Chris Gordaneer.
Following the Sochi bound athletes over a 12 month period, Gordaneer photographed a number of Olympic hopefuls in their various sports. Says Gordaneer:
Once I got an understanding for what the COC was wanting to convey with their campaign, I knew #WeAreWinter was the project I’ve been training my whole life for. It would be a massive undertaking, but to be given the opportunity to represent my country and help bring us together as a nation was something out of my “I want to be a photographer” dreams. Not one to be passed up.
In addition to Chris’ images, Director Henry Lu shot 100 hours of footage to feature inspiring documentaries of these athletes, The Canadian Olympic Committee also has plans for a full social media blitz, using the hashtag that has already been trending in Calgary, #WeAreWinter. Canada is pulling out all the stops, it seems, to promote their team this year in the hopes that their athletes will better connect with fans and promote pride in the team.
[REWIND: Photos from the Olympics 104 Years Ago]
Here’s a look at some of Chris Gordaneer’s photos the 2014 Canadian Winter Olympic team:
CREDITS: All photographs shared by Chris Gordaneer are copyrighted and have been used with permission for SLR Lounge. Do not copy, modify or re-post this article or images without express permission from SLR Lounge and the artist.