Sky Sports has launched a bold title sequence to generate buzz and appeal to a younger audience for the 2019/2020 Premier League season.
Sky’s in-house marketing team Sky Creative Agency created the spot in collaboration with Coffee and TV for visual FX and motion design. The dynamic spot, which combines live-action shooting and VFX, took over 20 days to shoot, including filming the sports’ most popular athletes at all Premier League clubs.
“The result is a feel-good sequence celebrating the superstars of the world’s best football league,” Chris Sharpe, Sky Creative Agency’s design director, told The Drum. “Using our unrivaled access to the players, the title combines highlights from last season with player cut-away scenes, many of which have subtle narratives, playing on our reputation as a storyteller.”
Brad LeRiche, senior designer for Sky Creative Agency, added that developing the spot was a challenge due to the leagues’ large demographic, brand values and longstanding reputation.
“With the instinct to do something ‘different’ looming large without alienating our viewership we went through a few iterations of our initial ideas, finally settling on something that feels fresh and yet stays true to Sky Sports,” he added.
Sky Creative Agency
ECD: Ceri Sampson
Design Director: Chris Sharpe
Director of Post & VFX: Adam Wells
Lead Live Action Director: Jacques salmon
Art Director/Senior Designer: Brad LeRiche
Designer: Jodie South
Exec Producer: Sophie Brooks
Senior Producer: Steve Ryan
Live Action Producer: Pat Greene
Live Action Coordinator: Chantel Figueirido Lorenzo
VFX Art Director: Steve Waugh
Motion Graphics: Steve Waugh, Mark Fowler, Jon Foskett
2D Artist: Nick John
Colorist: Katie Dymmock
CG: Adam Lindsey, Jonny Grew, Martin Allan, Richard Costin
Post Producer: Alannah Currie