As the exclusive supplier to London 2012, Crystal CG International will breathe new life into the rules and tactics of sport, using unique 3D graphic technology supplied by an in-house team of creative experts.

The cutting-edge animation, shown to delegates at the SportAccord here, was used during both the Opening and Closing ceremonies of the Beijing Games as well as the successful FIFA World Cup bids of both Russia and Qatar.

Developed by a Chinese architect, the chairman of Crystal International, the world's largest digital animation company, is none other than Michael Payne, the former International Olympic Committee (IOC) marketing guru.

Payne is a veteran of the Olympics who knows a thing or two about what works and what does not.

Making the unbelievable real and the impossible possible are two of the company's slogans, with the emphasis on entertainment by adding visual imagery to enhance real-life action.

"In Beijing Crystal worked on 135 different projects," said Payne.

"It touched virtually every aspect of the Games.

"Let's be honest, how many fans understand the subtleties of sports like fencing or badminton in terms of equipment and the rules?"


Working in collaboration with London 2012 and McCann, Crystal CG also developed the digital imagery for the recent current ticketing campaign.

In total Crystal CG helped produce four HD stills, which were the main themes for the national outdoor advertising campaign channelled by CBS Outdoor. 

"London will be at the forefront of using big screens to enhance the understanding of the complexities of sport," said Payne.

The company's expertise will also be used to showcase the Games and their multitide of sponsors on iconic buildings across the city.

"I used to wonder what city could possibly follow Beijing," added Payne.

"But London will set a benchmark in how you bring the city alive."