The Winter Games
THE GAMES ARE ALWAYS ON
I was working at AKQA London when we got to pitch for this project and I was made responsible for the animation & sound brief, graphic design and overall visual Identity, teaming up with some badass copywriters under the supervision of the Creative Director Masaya Nakade.
I started looking at both identities: PyeongChang Olympics and Eurosport shared similarities as they both were simple multi-colored geometrical structures. So I imagined the whole Identity and Branding could exist in a graphical universe with these two combined. That way, I created patterns, layouts and even a customised font to design all deliverables.
The team came up with the idea The Games are Always ON, and that led me to create loopy infinite visuals and a concept of a visual clock for the countdown until the event, where the diagonal line moves like a clock to reveal more content, using cool copy lines like "36 kicks to go".
I wanted to bring some edge to the whole campaign and some of my inspiration was the k-pop eccentric vibe and its aesthetics. Neons meet straight diagonal lines with a strong condensed customised typeface, taking inspiration from the Eurosport´s logo itself, as the structure and matrix of the logo´s star became the grid to generate several layouts for all sort of screens and content.