In line with the Sky Sports brand refresh, the 2025 Formula 1 campaign became a key opportunity to bring the new visual identity to life on a global stage. It was a chance not only to showcase the updated look, but to evolve the creative toolkit and deliver bold, high-impact graphics that captured the energy and anticipation of the upcoming season.
Working closely with my team, we placed motion at the heart of the campaign — using dynamic animation and refined visual storytelling to amplify the brand’s new direction. We developed and curated a suite of promotional assets across broadcast, DOOH, and social platforms, ensuring the excitement of the 2025 season was felt everywhere. The result was a cohesive, elevated campaign that combined striking design with purposeful movement to drive engagement and build momentum ahead of lights out.
Sky Sports - F1 2025 Campaign
Sky Sports - Masters Campaign
The brief was to reimagine some of the world’s most iconic golfers as classical oil paintings ahead of the Masters Tournament in Augusta. A bold, slightly nerve-wracking idea, given how recognisable these athletes are. The ambition was to create something timeless and premium, echoing the heritage and prestige of the tournament itself.
As ever, this was a true cross-team collaboration, blending craft, patience, and a shared obsession with detail to bring the concept to life.
From a motion perspective, it proved to be a particularly tricky challenge. Translating richly textured, painterly artwork into movement, without losing the integrity of the brushwork or drifting into something that felt synthetic, required extensive experimentation. There were countless tests across different software and techniques to strike the right balance between authenticity and dynamism.
And despite the obvious temptation, AI wasn’t an option here. This was about craft. Every frame was carefully considered and built with intention, ensuring the final piece felt as refined and prestigious as the Masters itself.
