Mainframe laid out the typography over the characters before painstakingly animating the text paths to move with the players’ bodies and actions.
Entirely created in After Effects, they were keen to ensure that the type didn’t feel like it was ‘stuck’ to the players but that it retained a graphic style with no deformation as it moved with the players. This was also the case with the particle effects, ensuring only z rotation is used to retain the graphic laid out text feel.
The type features 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. Each effect shot was chosen as it reflected a key component to the players physical game.
Agency: Red Bee
Director: Joe Lee