NFL
The NFL Network did a re-fresh of their Originals ID as well as their Hallmark ID. The timeline was short, since the Hallmark ID debuted at the Super Bowl 2021. I was briefed with a great deck and lots of information. Before I started to create frames, I had my wheels turning on concept, references and direction. My first approach focused on hero moments…
PITCH 1: MODERN GODS
In this concept we show one of those tipping points were a players action can uplift him to a modern god or make his team loose the game. An action driven combination of the entertainment and sports aspect in the NFL network.
Story: We start on a marble like statue of a football player frozen in action. As the camera moves out we see an entire row of statues, each in a different position starting to rotate. As they speed up, we see the zoetropic effect happening. We move further out and see through the ball seams the action happening in the fast spinning ball flying through the air. As the camera slows down, the football hits the shield and forms the logo.
PROCESS
mood references
ANIMATION REFERENCE
The action happening in a fast spinning football.
After talking with the team at Mirada, I shifted gears a little bit and tried to hit all the points we discussed.
PITCH 2: THE EXPERIENCE WITHIN
At its core, American football comes down to two things, the game and the community. Transforming the NFL logo into a sculpture, representing the fans literal and dreamlike experience around the game. We create an identity that is forward thinking, a timeless journey within the logo. Hallways, rooms and stadium levels showed in the form of abstract shapes that could not exist in the real world. We follow a singular light source, which illuminates an unlimited number of spaces and stories, reflected and refracted throughout the sculpture. In the end, we pull out of the logo and reveal all of these experiences are part of the NFL.
R&D
DESIGN BOARD
One of the final design boards I delivered.
