Rugby Sevens is the survival of the fittest; seven punishing minutes each way to win one of the world’s toughest and fastest rugby sporting tournaments.
Since this tournament was to be played in South Africa, our concept was to present the Sevens athletes with attributes that aligned to the famous ‘Big Five’ African game animals. We represented dominance (elephant), smarts (leopard), defence (buffalo), attack (rhino) and power (lion), as the necessary five skillsets to win in this high stakes competition.
The unexpected colour palette gave the titles vibrancy and contemporary punch, the purposeful angular character designs were executed in a unique style that railed against conventional animated character work.
Coupled with a Rugby World Cup theme, rearranged with African vocals and instrumentation, our action-packed sequence celebrates the winning key plays from the Sevens game that channel the power of the ‘Big Five’.