MediaCItyUK-based production company Chief has created new titles for BBC Sport’s athletics coverage.
The BBC wanted new titles “to reflect a new era of sporting talent” and Chief was tasked with producing a creative that was “fresh, youthful, energetic and exciting”.
Chief gave BBC archive footage a visual treatment using a mix of 2D and 3D animation to create a striking new silhouetted identity.
Paul Watson, Creative Director on the project, said: “In creativity, ‘generic’ can be a dirty word but with so many big-name athletes retiring and people unfamiliar with the new breed, it felt right to keep the titles non-specific.
“The titles also need to work across a variety of events and for a few years to come. Director Yoni Weisberg did a great job bringing the design and animation elements together. We had a great client and that really helps when trying to produce great work.”
Gabby Cook, BBC Sport’s Creative Director added: “Chief have been a pleasure to work with on this project. They have a great team in place, brimming with creativity and energy. With a relatively modest budget they managed to take on board our brief and produced a vibrant sequence for our athletics strand.
“The project was managed seamlessly and professionally from start to finish, with great communication along the way. Delivery was both on time and on budget.”
The titles have just gone live and will run throughout the summer.
