The Republic of Photography was commissioned by Olympic sponsors Adidas to create and build an innovative green screen Boothnation photobooth for the TEAM GB athletes. Every member of TEAM GB had their portrait taken, getting to select their own specially designed background image.

The custom-made booth was initially located for five weeks at the Team GB training camp in Loughborough University. When athletes were kitted out with their new Adidas gear, they were invited to have as much fun in the photobooth as they desired! The booth was then relocated to the Adidas HQ at the Olympic Park for the duration of the London Olympic Games.

Each day during the Games, one athlete's photobooth session was specially selected for publication in the mass-circulation Metro newspaper. The Adidas Twitter feed also published images on a daily basis with the widely shared hashtag #takethestage. The captivating user-generated content, which received widespread coverage, delivered truly engaging brand communication. 

Among the many gold medalists who graced the photobooth were Chris Hoy, Andy Murray, Victoria Pendleton, Jessica Ennis, and Laura Trott - plus a countless number of world famous names from across the competing nations. 

Dominic Hilton