8th IOC President
We lit the fire within an entire country (and no one got hurt).
The team at FiveCurrents developed the overall creative brand, sport presentation, celebrations, and ceremonies for the Salt Lake 2002 Olympic and Paralympic Winter Games. From the development of the theme “Light the Fire Within,” to unforgettable worldwide broadcasts, we sculpted every aspect of the Salt Lake 2002 brand experience, and inspired
a community—and the world—to ignite their Olympic spirit.