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– RAI FIFA World Cup 2022
– RAI FIFA World Cup 2022
For the RAI FIFA World Cup 2022 TV promo, we'll take you directly into the very action. Follow the ball, and feel the thrill of the matches.
We wanted to give you excitement, suspense, and that shiver down the spine that you feel in every match, by using a point of view and an increasing rhythm that could take you directly into the field. We also wanted to play a bit with styles, giving you a whirlwind of sensations, combining abstraction and reality by changing from 2d to 3d.
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THE NEEDS
Combining the Middle East visual imagery with the world of football, a very popular sport in Italy. The extra challenge: using a new language for a sports promo tv.
THE CHALLENGE
It’s been amazing to research the visual references, in particular the distinctive elements of Middle East visual culture. Plus, I had to study all the football players' names ‘cause I don’t know anything about football!
– Dalila Rovazzani - Director
Visual references
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THE CREATIVE SOLUTION
The falcon is our guide through this visual journey inside two very different worlds that are together for the first time. And abstraction is the link to connect them: we used distinctive visual elements such as the rug’s patterns to represent artistry, and gold that recalls contemporary sculptures.
Speaking of football, we decided to privilege teams, more than the single champion. So we studied characters that can be easily recognized only by their uniform color and number. We loved the idea to identify the players, but we want football to be the real heart of the video.
Storyboard:
Artworks
Executive Creative Director:
Daniele Gavatorta
Producer:
Letizia Saponaro
Creative Director:
Dalila Rovazzani
Styleframes:
Dalila Rovazzani, Giacomo D’Ancona, Giulia Manna
3D Artist:
Diletta Scaruffi
Animation:
Dalila Rovazzani, Giulia Manna, Erik Righetti, Milena Tipaldo, Simone (cognome ?)
Sound:
Smider
Creative Director:
Roberto Bagatti
Roberto Bagatti
Responsabile Coordinamento e Monitoraggio Brand:
Eva Pierdominici
