BRIEF –
BeIN Sports’ coverage of Copa America draws millions of viewers every four years. This year’s tournament was held in Chile and the idea was to feature the most popular players in action and to be presented in a rough and gritty style, much like the sport itself.
Digital
VISUAL DIRECTION –
To illustrate the rough and gritty look, a complex “sketch” affect was added to the highlighted players. They are revealed in a “window” that is comprised of rough brush strokes and a color palette that matches their home uniforms.
COVERAGE –
The campaign ran in all major national and local media: print, out-of-home, web, and interactive. Broadcasting included cable networks: Time Warner, Xfinity, AT&T U-verse, Optimum, and Cox. The most impressive display was the wallscape, hand-painted mural constructed in midtown Manhattan. See the “making of” video below.
