Client: Sport 24
2022 was Sport 24’s busiest year to date in terms of live broadcasted hours, with events like the Winter Olympic Games, FIFA World Cup, Women’s Euros, Women’s Rugby World Cup and the ICC T20 World Cup adding to a packed schedule of Sport 24’s regular sports rights.
Building on the success of the FIFA World Cup there are huge marquee events such as the FIFA Women’s World Cup, ICC World Cup, Rugby World Cup and the Ryder Cup that will make 2023 another record-breaking year for Sport 24’s packed live schedule.
To showcase this incredible line-up, Sport 24 was looking to create a new Brand Promo amplifying the events in a dynamic and eye-catching way. They wanted the promo to be robust and energetic, combining originally designed motion graphics and highly treated footage with unique sounding audio design. The tone of the promo was to be celebratory and uplifting, embracing the feelings that live sport brings to viewers around the world.
Simon Pullinger – Creative Director at Sport 24:
“It seems fitting to close 2022 with another fantastic collaboration with the Jump team. It’s been a busy year working together, kicking off with the launch of our brand promo “We Don’t Stop”, whilst also producing the “Winter Dragon” campaign for Sport 24’s coverage of the Winter Olympics Beijing 2022.
This was followed in the summer with Sport 24’s own 10 Year Anniversary, with Jump producing an evocative package of celebratory on-air promos and idents, before finishing the year with our new brand promo for 2023.
Each time we work together I’m always impressed with Jump’s creativity and responsiveness, and willingness to try different approaches, so I’m looking forward to working together on more projects in 2023.”
Lee Jacobs – Senior Art Director at Jump:
“This concept is called BRING IT.
We’ve had plenty thrown at us the last couple of years, and who knows what is coming next. Sometimes the only response is to BRING IT!
Bring the noise, bring the speed, bring the power, bring your A-game.
Sport 24 is always bringing it, wherever you are.
We created a ruthless edit of hard-hitting action with a soundtrack to match. Drum and Bass is on a comeback, so we dove deep into the genre and with the help of the team at Echoic have created an absolute banger. We chose Ruth Royall to vocalise this punchy intent – so maybe not a completely Ruth-less edit after all! Her killer delivery not only highlights what an incredible year of women’s sport lies ahead but cuts through the filthy bassline with swagger.
This is the third in a series of yearly Sport 24 brand promos that Jump has created. They always begin with the music. Once we were in the groove, we composed a lyric cloud for Ruth and Echoic to reference in their recording session. Once the words were locked down, we were able to build our edit around them, syncing as much of the sentiment in Ruth’s delivery with sports action and animation as possible.”
Callum O’Reilly – Senior Designer at Jump:
“We used After Effects to put the whole piece together. We combined a mixture of editing techniques like match cuts, jump cuts, twists, slides, camera shakes and punch-ins, along with dynamic typography and graphical elements to accentuate the sport footage. Everything to keep the edit punchy and fast-paced.
The graphic wrapper this year is based on Sport 24’s impressive schedule. We created a dynamic, animated ticker which helps segment the edit and creates a clever framework to create the more awkward social media aspect ratios.”