THE ART OF FIGHTING GRAVITY by Futurebrand for SEPAK TAKRAW

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THE ART OF FIGHTING GRAVITY

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Designer Christian Tenniswood, Debbie Yam
Released November 2010

Credits & Description

Category: Consumer Services
Advertiser: SEPAK TAKRAW
Product/Service: SPORT
Agency: FUTUREBRAND
Date of First Appearance: Nov 12 2010
Entrant Company: FUTUREBRAND, London, UNITED KINGDOM
Design Director: Rofizano Zaino (FutureBrand)
Designer: Christian Tenniswood (FutureBrand)
Designer: Debbie Yam (FutureBrand)
Media placement: Corporate Identity - Marketing materials & Hype reel - 12th November 2010

Describe the brief from the client
Create a new image for the sport, elevating its appeal from the traditional base of fans.

Describe the challenges and key objectives
Tapping into the global market for intense sports action but maintaining its sense of place and provenance - all on the low budget of an up-and-comer.

Describe how you arrived at the final design
The creative approach blends the exotic settings and talent with a gritty urban colour palette and aggresive energy. As well as the new identity, a music video style 'hype reel' was created to convey the energy and fresh vision of this unique sport.

Give some indication of how successful the outcome was in the market
The video created a huge buzz around the 16th Asian Games in Guangzhou.