2011 - TyC Sports
Program packaging - "PASO A PASO"

This is one of Argentina's most popular sports channels. A sign of strong national identity, a passionate football lover, the programs are based upon this spirit. It includes broadcasts of live league matches. Its language style is colloquial and warm, and its journalism is respected by sports fans.

It's a channel with a much smaller budget than its competition and according to market research studies provided by the client, the audience considered the programs and the institutional identity of low quality. The competition marked the step with a cold aesthetics, full of brightness and baroque 3D, with high quality images.

Under those circumstances, and after the success of 2009 of restyling 5 shows for the channel, TyC Sports doubles its bet and, taking advantage of the launch of its HD signal, they trust us into developing 9 new program packaging, aiming for a radical renovation that would raise the standard quality, while at the same time, differentiate itself from the competition, maintaining the Argentinean and football related identity that it had cultivated for years.

Paso A Paso (PAP) is one of them. In its specific case, the show airs just as the last game of the date has finished, making it the HOTEST summary of the channel. So our intention was to convey this concept literally: the game just ended and the field burns like an erupting volcano, the passion of the game just played is still alive, hot, exploding inside us, our feelings are an unstoppable earthquake.

To address this project on this scale, we added more help by working with the very best of the Argentinean broadcast design. In this way, we functioned as both, a studio and an agency, coordinating and directing the project as a whole.

There were 5 super intense months, sailing in a transatlantic between countless of lower thirds, statistical plates, plasma backgrounds, balls, boots and 3D stadiums!

The client was really satisfied and the image redressing was a hot topic of conversation among football fans in Argentina (and even in America!). The market research studies of the channel coincided with the general success sensation we all had by the end of the project.

More info and process> lumbre.tv

Credits:

TyC Sports Project Managers: Gonzalo Gomez, Martin Ferdkin, Javier Gori

Creative Director: Sergio Saleh
Executive Producer: Pablo Encabo
Assistant Producer: Natalia Giuliano
Design and Animation: SifonDG
Sound Design: Carlos Cambariere

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