We pitched for the creative campaign proposal and Out of Home roll-out for the World Combat Games that takes place in Riyadh in 2023.
An intense sport
Combat sports are intense activities. Rapid and strong movements and
bold expressions are captures in live event photos and photage making movement and intensity the main inspiration to this campaign.
bold expressions are captures in live event photos and photage making movement and intensity the main inspiration to this campaign.
Moved by intensity
The graphic concept explore lines stretching, circles vibrant colours and gradients. This is to express the intesity of strength and the dispersion of energy and heat in every swift movement.
Graphic theory
Mimicking smooth precision with curves and arrows, we create graphics that emulate moments from combat sports. Alongside these fluid shapes, we feature direct lines ascending in weight and velocity to represent intensity, impact and force.
From these graphical shapes we create a unique typeface that becomes part of the visual language to interact with the photography.
The photo treatment explores vibrant colour to express the energy exchange of the sport like a heat map using gradients with the three key colours: magenta, purple and yellow.
Photo styling & treatment
This campaign approach uses a live event photography and hero poses to convey the intensity of the sport. The photo treatment explores vibrand colour to express the energy exchange of the sport like a heat map using gradien maps with the three key colours: magenta, purple and yellow.
The typographical design in our execution is expressive and part of the visual language, not a communication tool.
Messaging development
These taglines communicate the extraordinary excitement you experience when watching these sports, bringing to life the electric moments by centralising the theme around intense.
Key Visuals
Campaign roll-out
