Champions League × PEPSI // LAYS Social Graphics
Snacking on some crispy Motion GFX
Introduction to the Project
The UEFA Champions League is a pinnacle of European football, renowned for its high-energy matches and massive fanbase. In 2019, I had the incredible opportunity to contribute as a motion graphics freelancer to a social media campaign for the tournament, collaborating with esteemed sponsors Pepsi and Lays. My role involved creating dynamic intro graphics to introduce posts covering key events during the tournament. Using Adobe After Effects, I brought the energy and vibrancy of the Champions League to life, ensuring the visuals resonated with millions of football enthusiasts worldwide.
Overview of the UEFA Champions League Social Campaign
The Champions League has always been at the forefront of engaging its audience through diverse platforms. The 2019 social media campaign was no exception, aiming to enhance fan interaction and showcase the tournament’s iconic moments. Sponsors Pepsi and Lays played a vital role, seamlessly integrating their branding into the campaign while celebrating the shared passion for football.
The Role of Sponsorships in UEFA Champions League Branding
Sponsorships are more than just logos on banners—they are essential in amplifying the Champions League’s global appeal. For this campaign, Pepsi and Lays sought to strengthen their connection with fans through visually compelling social media posts. My graphics ensured the brands stayed front and center while maintaining the tournament’s essence of excitement and competition.
Project Objective: Enhancing Social Media Engagement
The goal of the project was clear: create graphics that were not only visually stunning but also functional across multiple social media platforms. Each graphic needed to captivate viewers instantly, representing the sponsors while framing the featured content—whether it was match highlights, player statistics, or behind-the-scenes moments.
Your Role in the Creative Team
As a freelance motion graphics artist, I was part of a multidisciplinary team responsible for bringing UEFA’s vision to life. My role was to design and animate intro graphics that reflected both Pepsi’s energetic branding and Lays’ fun, approachable identity. Collaboration with the creative director and feedback from the sponsors were integral to delivering the final product.
Working with Adobe After Effects
Adobe After Effects served as the backbone of this project, providing the tools needed to create the seamless animations and dynamic visuals that were central to the campaign. The software’s versatility allowed me to incorporate branding elements like Pepsi’s iconic blue and red swirls and Lays’ cheerful yellow palette, ensuring each graphic was both distinct and aligned with the sponsors’ identities.
Pepsi-Themed Graphics
For the Pepsi-themed intros, I focused on capturing the brand’s energetic and youthful vibe. Using a combination of motion paths, gradient effects, and particle animations, I brought the signature Pepsi swirl to life. The transitions were designed to mimic the effervescent feel of a carbonated drink, aligning perfectly with the brand’s messaging.
To complement the bold animations, typography played a crucial role. The fonts were chosen to be modern and sleek, with smooth animations that paired seamlessly with the vibrant visuals. Each frame was meticulously timed to ensure the final output was both impactful and cohesive.
Lays-Themed Graphics
In contrast, the Lays-themed intros required a lighter, more playful approach. To achieve this, I incorporated cheerful elements like animated trophies and playful ripples, symbolising the joy and fun associated with snacking. The yellow hues of Lays’ branding were used to create a warm and inviting colour scheme.
The animations featured bold, popping transitions, echoing the crunch and excitement of opening a bag of chips. This theme was especially effective in posts highlighting casual moments, such as fan reactions and lighthearted tournament highlights.
Challenges Faced During the Project
Every creative project comes with its own set of challenges, and this one was no different. The UEFA Champions League is a global event, which meant that the stakes—and expectations—were incredibly high. Here are a few challenges I faced and how they were resolved:
Adhering to Brand Guidelines
Both Pepsi and Lays have distinct branding styles that needed to be faithfully represented. Balancing these unique styles while keeping the Champions League identity prominent required careful attention to detail.Tight Deadlines
With the fast-paced nature of social media campaigns, the turnaround time was often very short. To manage this, I optimised my workflow in After Effects, using pre-composed elements and templates for repetitive tasks.Platform-Specific Adjustments
Social media platforms like Instagram, Facebook, and Twitter have different aspect ratios and specifications. Ensuring the graphics looked flawless across all platforms involved creating multiple versions for each deliverable.
Creative Collaboration and Feedback Loops
Working on a project of this scale meant regular communication with UEFA, Pepsi, and Lays’ teams. Each design went through several rounds of feedback to ensure it met the campaign’s objectives. While revisions could be challenging, they were also opportunities to refine the graphics and add that extra polish.
The collaborative process taught me the importance of flexibility and adaptability. Taking constructive feedback and translating it into creative improvements helped the campaign reach its full potential.
Impact of the Campaign: Metrics and Reception
The social media campaign was a resounding success, garnering millions of impressions and engagements across platforms. Fans praised the visually striking graphics, and the sponsors received significant brand exposure. The animated intros played a key role in making the content stand out in crowded social feeds, enhancing the overall engagement rate.
What the Campaign Taught You as a Freelancer
This project was a valuable learning experience. It taught me the importance of balancing creativity with brand consistency, managing tight deadlines effectively, and collaborating with large teams. Most importantly, it reinforced my belief in the power of motion graphics to tell a compelling story and drive audience engagement.
Why Motion Graphics Matter in Sports Marketing
In the fast-paced world of sports marketing, grabbing the audience’s attention is crucial. Motion graphics are a powerful tool for this purpose. They can transform ordinary content into dynamic, visually engaging pieces that resonate with viewers.
For the UEFA Champions League, motion graphics added an extra layer of excitement to the campaign. Whether it was introducing a key match or highlighting a memorable goal, the animations helped keep the audience engaged and eager for more.
My take on the project as a whole
Reflecting on this project, I feel immense pride in contributing to an event as iconic as the UEFA Champions League. It was a challenging yet rewarding experience that pushed my creative boundaries and allowed me to grow as a motion graphics artist. Working with brands like Pepsi and Lays was an invaluable opportunity, and I’m grateful for the chance to leave my mark on such a globally celebrated tournament.
FAQs
What specific tools did you use for this project?
I primarily used Adobe After Effects to create the animations, leveraging its robust capabilities for motion design.
How long did it take to complete the project?
The project spanned several weeks, including initial design, revisions, and final delivery.
Were there any unique challenges in working with UEFA and the sponsors?
Adapting to multiple branding guidelines while meeting tight deadlines was a significant challenge, but teamwork made it manageable.
How were the graphics received by the audience?
The campaign garnered high engagement on social media, with fans praising the visually striking graphics.
What advice would you give to aspiring motion graphics freelancers?
Focus on building a diverse portfolio and stay updated on industry trends. Networking is also key to landing high-profile projects.
Did you face any software limitations during the project?
Adobe After Effects was well-suited for the task, but rendering times posed occasional delays due to the complexity of the graphics.
Credits
Client: UEFA Champions League
Produced By: COPA90
Studio: Grizzle London
Animation: Tom Paddon, Tom Carpenter, Freddie Littlewood