Fifa appointed Radiant in August last year following a creative pitch against about five other consultancies from around the world, including South Africa, according to the consultancy.
Radiant was tasked with creating a package of opening and closing title sequences, half-time breaks, stings, bumpers and content graphics. More than 200 TV broadcasters licensed to show the World Cup matches will be obliged to use the package.
‘The creative brief was very open, but we were asked to capture the positive story that this is the first time the World Cup has been to South Africa, and to create a big, simple concept that people globally will be able to tap into,’ says Radiant creative director Michael Berthon.
The opening sequence, which premieres tonight, is based on the musical idea of call and response. It will feature a ‘confident’ South African youth of about 14 ‘calling’ the world to come to South Africa. The response sees fans and players ‘coming to life’, explains Berthon.
Graphics include a ‘highly stylised’ pattern treatment for the World Cup trophy and the players. Based on South African tribal folk art, the pattern will wrap around the World Cup trophy itself.
‘We are delighted that Fifa has allowed us to do this, as I think it is the first time that the trophy has been treated graphically,’ says Berthon.