FRIDAY 29 JUL 2016 4:14 PM


Personal battles take centre stage in the quest for Olympic glory, in the two latest films of BP’s Energy Within campaign series.

Created by PSONA Films, the latest offering in the BP campaign honours British Olympians Jessica Ennis-Hill and Lizzie Armitstead. The video campaign centres on the theme of self-doubt, and focuses on how overcoming internal struggles will allow the pair to achieve sporting greatness.

There are high hopes for both Ennis-Hill and Armitstead to repeat the success they achieved in the London 2012 Olympics, which was held four years ago this month. Held in Rio, Brazil, the 2016 event will welcome participants from 206 countries, competing across 42 Olympic sports.

Ennis-Hill will be competing in the heptathlon, for which she won gold in 2012. Armistead is competing for the number one spot in the women’s road cycling event – she won the first medal for Team GB, a silver, during the London 2012 games.

PSONA Films, whose list of clients includes Samsung, the Body Shop and ASOS, was commissioned to produce the campaign. The company has created two films, the first of which depicts Ennis-Hill’s journey from London 2012, through motherhood and up to the present day competitive landscape.

Armistead’s video portrays her struggling through a period of self-doubt which she battled between the two Olympic Games.

Katy Eyre, managing director of PSONA Films, comments, “It was amazing to work with Jess and Lizzie again, the last time was during BP’s support of the London 2012 Games.”

She continues, “This year’s campaign asked them to display remarkable authenticity when revealing what created their drive and it was a real pleasure to work with them. We can’t wait for everyone to see these films.”

The films featuring Ennis-Hill and Armistead will be the sixth in a series commissioned by BP ahead of the Rio 2016 games. Based on the idea that human spirit is the main energy needed to achieve certain goals, BP and PSONA hope to deliver inspiring stories in a campaign designed to energise its audience for the upcoming events.