RAI FIFA World Cup 2022

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– RAI FIFA World Cup 2022

We'll take you directly into the very action. Follow the ball, and feel the thrill of the matches.

Our mission was clear: to ignite the fire of excitement, send chills down your spine, and keep you on the edge of your seat for every match.

How did we achieve that? By immersing you in the heart-pounding action, putting you right in the middle of the field with a perspective that makes your heart race.

But we didn't stop there. We unleashed a whirlwind of sensations, blurring the lines between abstract and real, seamlessly transitioning from the mesmerizing depths of 2D to the mind-blowing dimensionality of 3D.

Brace yourself for a sensory rollercoaster that will leave you breathless. Get ready to witness a visual spectacle like never before.

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THE NEEDS

Combining the Middle East visual imagery with the world of football, a very popular sport in Italy. The extra challenge: using a new language for a sports promo tv.

THE CHALLENGE

It’s been amazing to research the visual references, in particular the distinctive elements of Middle East visual culture. Plus, I had to study all the football players' names ‘cause I don’t know anything about football!

– Dalila Rovazzani - Director

Visual references

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THE CREATIVE SOLUTION

The falcon is our guide through this visual journey inside two very different worlds that are together for the first time. And abstraction is the link to connect them: we used distinctive visual elements such as the rug’s patterns to represent artistry, and gold that recalls contemporary sculptures.

Speaking of football, we decided to privilege teams, more than the single champion. So we studied characters that can be easily recognized only by their uniform color and number. We loved the idea to identify the players, but we want football to be the real heart of the video.