NZ Rugby Explainer Video
The Brief:
Create an engaging explainer video that introduces the world of rugby to American football & adjacent sports fans, as well as generate interest for the All Blacks for their upcoming Test in the United States.
The explainer video for New Zealand Rugby was created by hand-drawing each frame to ensure a smooth, fluid animation. This frame-by-frame approach set the video apart from others with the same purpose.
This approach gave the video a unique look while being easily adaptable to the brand style and guidelines. It allowed for more creative control, helping the visuals match the energy of the sport.
Inspiration and Visual Direction
The visual direction was guided by mood boards and research, drawing inspiration from sports media and hand-drawn pieces to shape the style and tone.
Original Style Frames :
The visual style of these original style frames ended up being ineffective due to the fact that the result felt overwhelming and lacked visual clarity. The patterns and colours drew the viewers focus away due to the poor visual hierarchy between the busy backgrounds and the white, sketched images. This highlighted the importance of maintaining a balanced use of negative space and ensuring simplicity in the composition so that the viewer’s focus remains on the intended subject.
Style Frames :
