My processA look at my creative process from brief to final deliverable; explored through a time-sensitive reactive graphic for Fox Sports.
Fox Sports | Fifa World Cup
The Brief:
“SOCIAL ARTWORK (World Cup Moment)
Scenario: Kylian Mbappe scores 4 goals in a game.
Design a single piece of social artwork for this moment. Think about how you’d capture the weight of the moment and create something bold that fans will engage with and share with their friends or post on their stories.
Try to keep yourself to ~4 hours”
01 Research/Ideation
01 Research/Ideation
01 Research/Ideation
Audience and visual language:
French fans, Real Madrid fans, how those communities are communicated to.
What are the most important elements of the fan culture and their connection to Mbappe that will stand out here?
Texture sourcing, image sourcing, fan culture motifs, color and lighting reference.
France + Fox Color Pallet
France + Fox Color Pallet
France + Fox Color Pallet
03 Sketch
3–4 ROUGH (no need to waste time here) drafts on paper or iPad before opening a file. Work out the kinks and move creatively before committing to pixels.
Aiming to answer the simple contextual questions of the design before beginning in an actual file.
This serves as a skeleton, not the whole body.
05 Iterate
Two rounds minimum. Always holding readability and graphic intensity in balance. Always making sure the message isn't lost in the execution.
04 Build
Enter Photoshop with intent already set. The collected assets and answered questions make starting significantly easier.
Key questions have been answered already which makes starting in on the graphic a lot easier: What world/setting needs to be built for this moment to live in? What element/motif/asethetic should be the visual hero? Are all the elements asked for being considered in a hierarchy or handled with equal importance?
02 Distill
Strip the visual identities down to the signals that will land with the right audience. Find the overlap with Fox Sports' language (bold sans-serif, dark navy, severe lighting and color to build intensity in frame).
How do these two identities exist in the same world? Riding on the often repeated “sport aesthetic” loosely surrounding both brands? Or through a genuine overlap of culture building on something fans want to be a part of?
