The brief called for a promo on SuperSport’s international cycling coverage – aimed at avid cycling fans. In capturing this niche audience, we tapped into the fact that modern cycling utilises a degree of technology that most viewers either don’t understand or appreciate. By using a combination of high-end 3D animation and detailed sound design to construct a specialist bicycle part, we portrayed SuperSport as the broadcaster that not only brings you all the big events, but understands the intricate - technologically enabled - nature of the sport.
In 2008, Rapid Blue won a Promax Gold Award for best 3D animation for this promo.
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