GSK

Global research-based pharmaceutical company and fellow London 2012 sponsor GlaxoSmithKline commissioned Crystal CG to create a series of films for its new anti-doping laboratory, as well as to convey the company’s involvement and support of the Olympic and Paralympic Games to a wider audience.

Aimed at de-mystifying anti-doping, the main launch film, ‘Journey of a sample’ uses animation and live film footage to illustrate how urine samples will be tested for prohibited substances quickly and thoroughly, with the lab turning around the results in less than 24 hours. It debuted at the January launch of its Harlow-based anti-doping laboratory, bringing GSK’s support for the 2012 Games to life. Together with additional key laboratory equipment animations and interviews, the launch film illustrates the importance of the pharmaceutical company’s contribution to London 2012.