The 9'58 Biography
In 2009, Usain Bolt broke the 100m world record and made history. But behind this incredible mark, there was a lot of sweat, training and effort. In 2019, ten years later, BETC São Paulo wanted to tell this story, showing an angle that few people know, and paying an outstanding tribute to the world’s fastest man. They created a biography that shows all the training and effort behind that mark – but Bolt's biography could not be an ordinary book. It had to be as fast as him. So, it’s a biography but also a flipbook, showing an animation of 9.58s and recreating the iconic race.
- IllustrationEntire Book
- Art DirectionArt Direction for Direct
Country
- Brazil
Client
- Puma
Chief Creative Officer
- Erh Ray
Executive Creative Director
- Andrea Siqueira
Creative Director
- Lucas Ribeiro
- Alexandre Kazuo
Art Director
- Alexandre Kazuo
Illustration
- Alexandre Kazuo
Copywriter
- Lucas Ribeiro
Account Director
- Camila Nakagawa
- Giovana Degen
Account Manager
- Camilla Steiman
Media Director
- Carlinha Gagliardi
Strategy Director
- Agatha Kim
Radio & Television Producer
- Mariane Goebel
- Anna Ferraz
Producer
- Gilmar Souza
- Carlos Valeriano
Final Artist
- Plínio Junior
Graphic Production Company
- P+E
Production Company
- CEGO
Director
- Daniel Levenhagem
Executive Producer
- Maria Reser
- Dario Forghieri
Production Coordinator
- Julia Jubileu
Photo Producer
- Victor Ponce
Photography
- Genga Estúdio
Post Production
- CEGO
Designer
- Diego Brito
Assembly
- Daniel Levenhagem
Audio Production
- Squad
Musical Production
- Gustavo Boralli
Sound Editor & Mixer
- Hans Zeh
Client Services
- Zi Nammur
Event conception
- Versão Beta
Client Approval
- Fabio Kadow
Advertising Agency
- BETC São Paulo
In 2009, Usain Bolt broke the 100m world record and made history. But behind this incredible mark, there was a lot of sweat, training and effort. In 2019, ten years later, BETC São Paulo wanted to tell this story, showing an angle that few people know, and paying an outstanding tribute to the world’s fastest man. They created a biography that shows all the training and effort behind that mark – but Bolt's biography could not be an ordinary book. It had to be as fast as him. So, it’s a biography but also a flipbook, showing an animation of 9.58s and recreating the iconic race.