Manchester creative duo adam+gary collaborated with the team at London Marathon Events to create the ‘reveal’ film for the official 2025 TCS London Marathon finisher medal.
Unveiling the finisher’s medal is a major date in the calendar, and for the 45th edition, they wanted to go big with this year’s reveal.
Conceived, shot and delivered in-house, the spot uses live-action footage and 3D animation to drape a supersized finisher medal over Tower Bridge – one of the marathon’s most iconic landmarks.
To do this the medal needed to be painstakingly and accurately recreated in 3D. “We were sworn to secrecy and given an early sample to work from – which is the closest either of us will come to receiving a medal at ANY marathon!” jokes Gary Bannister-Simm, Director of Moving Image at adam+gary.
“The team at London Marathon Events understood what it would take to make all the 3D elements as authentic as possible; from the design, texture and movement – then trusted us to just get on with it” adds Adam Johnson, Creative Technologist at adam+gary
It premiered across the TCS London Marathon social channels, before features at The Running Show, a 45th Marathon takeover of the Outernet on Tottenham Court Road, and the start area on Marathon Day.
Response to the launch has been highly positive, earning shout-outs from the Boston and Berlin Marathons amongst other fans.
