Sporting Moments was a campaign that we at VML sold in to the Olympic Channel, which aims to capitalise on major sporting events going on in the world and uses these timings to create campaigns that would drive traffic to the channel site. I have been involved in these campaigns from start to finish, being involved in art direction, design and copyrighting processes.
NBA Finals
During the NBA Finals, we created a campaign that was based around breaking down the technical aspect of the game using sport specific terminology, in order to target the viewer who would already have an existing knowledge of the game and would probably be watching or staying up to date with the finals. This campaign included a variety of platforms, pushing out static ad’s and video to Facebook and Twitter, as well as adapting video content for Snapchat and Instagram Stories. We created a typographic style that focused on the markings of the court combined with the channel branded font, Cervo, in order to make an impactful typographic statement when using the specific terminology associated with Basketball. Angle and dotted circle illustration were then used on the image to create the idea of strategic precision visually, and compliment the impact of the typography without detracting from it. This campaign was all created in a short space of time, with assets and copy being produced reactively dependent on real time fixtures and results.
Facebook and Twitter statics
Facebook and Twitter statics were designed for both generic and content driven options, focusing on existing Olympic Channel content that would be of relevance to the fan involved in the NBA Finals. These included one generic and three content driven designs, with the content focused on LeBron James and Kevin Durant, two athletes prominently featured on the channel that were stars for their team in the finals. These utilised terminologies that was general to basketball or relevant to the specific content shown. A lead gen static asset was also created to try and gain subscribers to the channel, with a more direct headline and CTA.
Facebook video
A content specific video was also created that acted as teaser for the full Rio 2016 final as a highlight of interest that would capitalise on the basketball hype created by the NBA Finals. I participated from the initial concept stage of this video, sourcing and cutting appropriate clips, and sourcing appropriate music and helping to provide general direction for its intent. This short video would be placed into Facebook and with a link in post copy to the full game on the Olympic Channel.
Snap story
A series of Snap Story ads were also created to try and engage an audience that primarily used a different platform. The generic and content driven statics were adapted for the format and animated, and preceded by a short preview of the content that it was driving traffic towards. Snapchat tiles were created for the initial touchpoint of the user journey through the Snap Story.
Instagram story
An Instagram Story of a piece of channel content where they got kids to commentate on Vince Carter’s spectacular dunk in Sydney 2000 was adapted to the format with a function to swipe up and then engage with the content directly on the site. This was accompanied by a start frame and end frame tying the content in with the visual style of the campaign.