Nrk News And Sports Design & Branding OSL2011 TITLE SEQUENCE by NRK Design

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Norway
Agency NRK Design
Released February 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Date of First Appearance: Feb 23 2011
Entrant Company: NRK DESIGN, Oslo, NORWAY
Art Direction/Photography: Jørn Veberg (Design and Visuals, NRK)
Art Direction: Johan Sæther (Design and Visuals, NRK)
3D Animation: Rune Røsting (Design and Visuals, NRK)
3D Animation: Dag Stian Mykjåland (Design and Visuals, NRK)
Sound Designer: Vegard Dahlin Skau Hansen (Spitfire)
Design Team: Petter Rydeng Ellingsæter (Design and Visuals, NRK)
Design Team: Øyvind Pettersen (Design and Visuals, NRK)
Graphic Design Project Manager: Sigrun Giil Fugleberg (Design and Visuals, NRK)
Senior Designer: Einar Hatlo (Brandlab)
Media placement: Title Sequence - Live International Feed From NRK Host Broadcaster - 23rd February - 6th March 2011

Describe the brief from the client
The design team was to design a title sequence in HD for the televised broadcasts of the FIS Nordic Ski Championships in Oslo; OSL2011, showing the city and their new ski jump in Holmenkollen.
The client wanted to show the true nature of the ski sports: a battle between and within athletes, with a primeval force driving them. The title sequence should comply with existing design guidelines.

Describe the challenges and key objectives
A challenge was to translate the 2D, light designs from the design guidelines into something fitting for moving media. It was tricky to visualize the primeval force, and the athletes’ internal and external battle. - What does such a force and battle look like?
One key objective was to come across as a visually unified event. Another goal was to reach out to the secondary target group: women. The primary target group of ”everybody interested in winter sports” was regarded as targeted anyway.

Describe how you arrived at the final design
The designers used values of aggression and concentration. Going for black; an unusual choice for winter sports; a backdrop for the sizzling icy, fiery primeval force.
Two athletes were chosen. - The female ski jumper because FIS had been reluctant of including women in their World Championships.
The dark highlighted athletes, their moments of strength and concentration in frozen moments and strobed movements, mixed with primeval force leading up to the gathering of the logo over Holmenkollen and Oslo was emphasized by aggressive sound.
The designers used still images projected onto 3D models, comped with the 3D animated primeval force.

Give some indication of how successful the outcome was in the market
The title sequence was inspiring the visual expression of the event. Dressing the arenas and the city, organizers used the primeval force, highlighted athletes and the dark expression, aiding the visual unity.
The national broadcasts of the event had an average market share of 70%, with a peak of 90% . The key objective of targeting women was reached: women and men watched 50/50. Last Ski Championship in Liberec 2009 was watched by predominantly men.
In Sweden there was up to a 70% market share, and in Austria they reached 50% market share during the ski jump competition.