Olympic Games are the world’s biggest multi-sport spectacle and Rio Olympics 2016 were a good example of this. Held in Rio de Janeiro, Brazil, from the 5th to the 21st of August 2016, this edition featured 28 olympic sports with more than 10,000 athletes from 206 National Olympic Committees, being the pinnacle of a multi-sports event where different countries, athletes and people embraced an individual and collective motion.
Viewed by a large television audience, the event was televised by a number of broadcasters throughout the world.Star Sports Network, the most popular sports broadcaster in India, was the official network for telecasting Rio Olympics 2016 live in South Asia.
To educate and maintain their audience, Star Sports developed two shows for the Rio 2016 Olympic Games: Rise, an entertaining morning show that provided a daily overview of what happened the day before and Rings of Glory, an afternoon show that made a deep and technological analysis of the games.With national and international panel experts who commented and analysed the competition and connected with the Indian audience live, Star Sports provided live coverage of Rio Olympics in both English and Hindi language.
wTVision was asked to be part of the pitch for the graphics package of television broadcast.The company’s crew of visionary designers did a complete branding service, from the biggest idea to the smallest detail. All the branding strategy, since the creative concept to the development of the opening titles and on-air graphics, was made in a consistent and powerful way.
In Sports, brand identity and visual language are key assets to enhance the interaction and to build strong relationships with the audience.
Knowing that the shades you choose are a vital element in brand recognition, wTVision respected the existing visual identity of its client (Star Sports) and the event. Maintaining the organic forms and rich colours of Rio Olympics, wTVision creatives combined them with the energetic aesthetic of Star Sports’ look. There is no question that colour has a major impact on the branding world so it was important to visually stimulate the audience with Brazil’s environment and energy, enabling the colours to portray the message.
Strongly believing in creativity and originality, wTVision created the identity of both Rise and Rings of Glory, developing the animated openings and a variety of graphics with information such as qualifications and final results, medals tally and the Indian results,.
Looking to create a truly entertaining experience, wTVision also provided augmented reality graphics such as maps of the Olympic Village, cut outs of the players and various animated actions of the mascot and help in the development of the 3D studio set design.
It is clear that augmented reality and sports are forming stronger connections. In fact, the augmented reality graphics that were developed by wTVision (athletes that come to life in the studio and a virtual 3D model of the mascot – Vinicius) not only follow the look and feel of the brand, but also gave dynamism to the TV show.
Being about competition and winning, the Olympic Games have the power to bring the world together and are responsible to show the human side of innumerous nations and cultures.This year, with the world watching, Brazil’s history, culture and natural beauty were enhanced by a stimulating environment that took the event beyond the power and accomplishments of the athletes.With a colourful and pulsating energy, the visual language of the Games expressed motion and performance with shades that were led by the Brazilian nature.
