As some major sporting events come to an end, we wanted to share with you our recent animations for Sport England.
In a campaign to direct coaches to their ‘Principles of Great Coaching’, and to coincide with UK Coaching Week, Sport England commissioned us to produce a series of tongue-in-cheek animations that highlighted bad coaching behaviours.
We tackled ‘coaching cliches’ head on with a series of comedy scenarios, involving controlling tennis coaches, hockey coaches losing their head under pressure (literally), shouty swimming coaches and more.
In contrast to our usual 3D animation, we opted for beautifully pared back 2D designs, with minimalist detail and devoid of motion blur or lighting effects. The clean, geometric style enhances the physical comedy and keeps the characters suitably anonymous. The situations played out are ridiculous, but we think stylistically cool and extremely compelling to watch.
“Despite the humorous nature of the project, we didn’t want to persecute the coaches who do such a fantastic job, by giving them ‘personalities’. Even though these are clearly outlandish scenes! We achieved this by stripping out any detail and opted instead for a contemporary, minimalist style that looks fantastic. With this project, we had the luxury of retaining complete artistic control, and without lighting and compositing, we could treat the project with more 2D sensibilities and allow the animators to make key stylistic decisions throughout the process. We couldn’t be happier with the results”. Damian Hook, Creative Director
Art direction by Joe Kinch.