Viasport Universe
One sports broadcaster, an entire universe of very strange planets
An image spot for Viasport built around a playful brand metaphor: if the channel covers a whole world of sport, why not make an actual universe out of it? I worked across design, 3D modelling, animation and motion design, turning familiar sporting objects into planets and using the journey between them to connect very different sports inside one visual world.
Brief
Viasport needed an image spot that could communicate the breadth of its sports coverage without becoming a montage of archive clips.
The brief called for something more conceptual and ownable, a piece that could make football, tennis, hockey, volleyball and other sports feel part of one brand rather than a list of separate rights packages.
The Challenge
Every sport needed to be recognisable immediately, but the overall piece still had to feel like one coherent universe.
If the planets became too literal, the idea could feel childish. If they became too abstract, the sports connection disappeared. The challenge was finding enough visual realism and scale to make a playful idea feel cinematic.
Execution
We developed a journey through space where each planet was built from the material language of a sport: a football-like world, a textured tennis planet, an icy hockey object, a more energetic volleyball world and others.
I designed and built the 3D assets, developing surfaces, lighting and animation so each planet had its own personality while sharing the same cinematic treatment. The sequence moves between these worlds before revealing the Viasport logo as the central sun.
The idea gave us a natural story structure instead of simply cutting between sports.
Stills & Styleframes
Results
The final spot gave Viasport a visually distinctive way to communicate the scale and variety of its offering.
The sports remained easy to recognise, but the shared universe turned them into a single brand story, giving the piece more identity than a conventional sports montage.
Personal Reflection
I have always liked ideas that take a familiar phrase too literally.
'Universe of sport' became considerably more useful once we actually built the planets. It was a good reminder that a playful concept can still look premium if the execution takes it seriously.