AL KASS | 360º REBRAND
On Dec 31st, 2014 Al Kass Sports Channel launched the biggest rebrand in its history. We created a 360º design solution across all their media platforms, delivering assets for on-air, print, and digital.
Al Kass wanted to retain the visual foundation of their brand - the team lineup - so we took that and doubled down. We designed a graphic package that yields a new perspective on the world of sports by creating an extra dimension, allowing games and players to exist in multiple worlds. Athletes literally break ground and compete on multi-levels. Transitions unify actions and a constantly moving 3D camera evoke the feeling of momentum.
The 3D/CG heavy package required hours of motion capture footage to be created & processed. Using our international reach to assemble the best team, we shot the motion capture data in Los Angeles, cast professional athletes from all over the US, brought in a top sports choreographer from the UK, and utilized our core post production team in Dubai.
By the numbers:
• Minutes of motion capture animation: 32
• Idents (including cutdowns and channel versions): 76
• Motion capture shoot days: 5
• Off-air elements designed: 88
• Camels used in mocap shoot: 1
• News package deliverables: 57
• Countries represented by our team during production: 11
PromaxBDA 2015 Global Excellence Award Winner:
GOLD – Art Direction and Design: Sports General Image Campaign
SILVER – Art Design & Design: Sports General Image Spot
Client: AL KASS SPORTS CHANNELS
Product: On-Air + Off-Air Branding
Role: Concept. Design. Animation. MoCap. Editorial. Music.
In loving memory of Faisal.
ELEMENTS
IDENTS
The idents serve as the backbone of the network design. We delivered nearly 30 minutes of motion capture animation for the idents which feature football, basketball, handball, volleyball, athletics and horse and camel racing, all of which we produced from concept to completion. Using our international reach to assemble the best team, we shot the motion capture data in Los Angeles, cast professional athletes from all over the US, worked with a top sports choreographer from the UK, and utilized our core team in Dubai.
EMIRS CUP IDENTS
RAMADAN IDENTS
AL KASS 10th ANNIVERSARY IDENTS
AFC ASIAN CUP AUSTRALIA 2015 IDENTS
MEN’S HANDBALL WORLD CHAMPIONSHIP QATAR 2015 IDENTS
RIO 2016 OLYMPIC GAMES IDENTS
ASIAN GAMES 2018 JAKARTA/PALEMBANG IDENTS
2018 CARBON FIBER IDENTS
MOTION CAPTURE SHOOT
OFF-AIR CORPORATE IDENTITY SYSTEM
We designed templates & samples for 85+ pieces of collateral, out of house promotion, and digital including letterhead, creating cards, forms for HR, IT, and marketing, broadcast vans, pick up trucks, t-shirts, newspaper ads, and Al Kass’s website.
