A fresh new set of fast and furious IDs designed to attract younger viewers to Canadian broadcaster Sportsnet just arrived courtesy of the Rogers Creative crew in Toronto and Argentinian animation studio Blirp.

Design Director Bart Sciana at Rogers Sports & Media in Toronto: “The world of sport possesses the unique ability to unite vast and diverse communities around a common goal, urging on a team or athlete to victory, while sharing in the euphoric highs and devastating lows.

“Sportsnet’s tagline ‘United by Sport’ is rooted in this phenomenon. Tasked with conveying this notion to a broader audience, the Rogers Creative team embarked on a mission to develop a series of 10-second IDs, with a concentrated focus on younger viewers.

“Each ID is unique in terms of style, medium, and execution, but all share the commonality of being a celebration of sport, which gives them a distinct voice and approach that is uniquely Sportsnet.

“In a way, this became an exercise of creating a broader visual and tonal language that added depth and distinct personality to the brand.

After crafting a series of concepts internally, Rogers Creative partnered with Blirp to help execute the ideas.

“Over the last few years, we’ve developed fantastic relationships with the folks at Blirp and we knew they would be great collaborators on this project. The end result is a beautiful series of IDs that fuel fandom, inspiring and connecting fans by celebrating all aspects of what makes sport great.

“The series was launched during Sportsnet’s broadcast of the Toronto Maple Leafs’ Next Gen game, which was the perfect environment for reaching the younger viewers we were seeking.”
 

 
Client: Sportsnet

Agency: Rogers Sports & Media
VP Creative Director: Jason Harding
Design Director: Bart Sciana
Director Sports Creative: Hilding Gnanapragasam
Creative Directors: Julius Manalo, Chris Krasek & Robert Lendrum
Art Direction: Fannie Lam, Sky Lee & Kevin Burgess

Animation/character design: Blirp

Sound Design: Ryan McCambridge