Red Bee creates typographic campaign for Wimbledon

Red Bee Media has created the on-screen campaign for this year’s Wimbledon tennis tournament.

Nadal for Red Bee Wimbledon campaign
Rafael Nadal for Red Bee Wimbledon campaign

The consultancy began working on the project about eight weeks ago having previously worked with BBC Sports on other projects.

Joe Lee, creative head at Red Bee, says, ‘We needed a piece that would stand up against all the other sport that’s on at the moment.

‘Everyone’s talking about a “Golden Age of men’s tennis” – so the brief was to look at the proposition that this was probably the most competitive Wimbledon in the last 30 years.’

The campaign shows the key characteristic of each of the top men and women players, demonstrating what could set them apart  and potentially result in their winning the tournament.

It shows the players playing characteristic tennis shots, with their bodies overlain with text that describe their playing style, past wins or traits. The animated typography follows the players’ anatomical movements as they are shown playing in slow motion.

Williams for Red Bee Wimbledon campaign
Serena Williams for Red Bee Wimbledon campaign

All the typography was created by hand and rotoscoped manually, down to each racket string or strand of hair.

Lee says, ‘One of the great things we have access to is a massive archive of amazingly shot footage as the tournament is now shot in HD and with phantom cameras, so it’s very filmic in look and feel. We wanted to work with those clips to showcase the very best attributes of those players and what sets them apart.’

He adds, ‘It’s something quite different – we’ve seen that graphic approach in print but not really in film.’

Sharapova for Red Bee Wimbledon campaign
Maria Sharapova for Red Bee Wimbledon campaign

The spots will be shown in the run-up to Wimbledon coverage, which begins on Monday, and runs throughout the tournament, which ends on 8 July.

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Comments
  • Tassanum Sayed November 30, -0001 at 12:00 am

    Game Set and Match – Amazing!

  • nooriezamankhan November 30, -0001 at 12:00 am

    Loving the typography in action, playing W 2012.

  • Marwin November 30, -0001 at 12:00 am

    Nice article, but you forgets to mention Mainframe that did a BIG part of the production.

  • Franz November 30, -0001 at 12:00 am

    Looking sweet! Can’t wait for Wimbledon! But as Anonymous says, how come the studio that made the work don’t get credit? I don’t know Mainframe but if they made it they should get credit too! I think this sort of thing happens a lot. Was it Red Bee or Mainframe that did the idea?

  • Matt November 30, -0001 at 12:00 am

    Not that innovative actually. It actually looks like a stripped down version of the ASICS “Shedding” commercial from a couple years ago.

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