All Blacks
All Blacks
All Blacks
Year
2024
Client
NZR+
Deliverables
Explainer
Type
Illustration
Character Design
2d animation
3d Production
3d animation
cell animation
Year
2024
Client
NZR+
Deliverables
Explainer
Type
Illustration
Character Design
2d animation
3d Production
3d animation
cell animation
Year
2024
Client
NZR+
Deliverables
Explainer
Type
Illustration
Character Design
2d animation
3d Production
3d animation
cell animation
With New Zealand Rugby taking rugby global, especially in the U.S., they're preparing for a major Test match in July 2024. They are teaming up with influencers to connect with NFL fans and contact sport lovers alike.
The goal: To connect with the target audience by creating a tongue-in-cheek, high-energy explainer video that breaks down rugby’s rules in a fun, simple way, inviting newcomers to fall in love with the game and the All Blacks. This explainer breaks down the seven back positions in rugby.
With New Zealand Rugby taking rugby global, especially in the U.S., they're preparing for a major Test match in July 2024. They are teaming up with influencers to connect with NFL fans and contact sport lovers alike.
The goal: To connect with the target audience by creating a tongue-in-cheek, high-energy explainer video that breaks down rugby’s rules in a fun, simple way, inviting newcomers to fall in love with the game and the All Blacks. This explainer breaks down the seven back positions in rugby.
The dynamic movements of each player are designed to convey the adrenaline, intensity, and speed of the game, captured in a deliberately slowed-down pace to reflect the tunnel vision players often experience on the field. This effect creates a sense of hyper-focus, where everything else falls away except the moment they're in.
initial concept.
The dynamic movements of each player are designed to convey the adrenaline, intensity, and speed of the game, captured in a deliberately slowed-down pace to reflect the tunnel vision players often experience on the field. This effect creates a sense of hyper-focus, where everything else falls away except the moment they're in.
The use of realism encapsulates the fast plays, quick decisions, and constant movement. Capturing the high energy and intensity of being on the field. Toon shaders helped simplify the forms and exaggerate silhouettes, making each player’s movement more expressive in the chaos of the game. To push the energy further, I used cell-animated lighting to create a sense of momentum running through the field, spotlighting players in key moments. This combination brings a stylized yet grounded feel that mirrors the experience of actually playing rugby.
The use of realism encapsulates the fast plays, quick decisions, and constant movement. Capturing the high energy and intensity of being on the field. Toon shaders helped simplify the forms and exaggerate silhouettes, making each player’s movement more expressive in the chaos of the game. To push the energy further, I used cell-animated lighting to create a sense of momentum running through the field, spotlighting players in key moments. This combination brings a stylized yet grounded feel that mirrors the experience of actually playing rugby.
This minimal stadium and characters allowed the dynamic camera work to take center stage. I achieved the sense of on-field immersion by attaching cameras to curves and placing them around the characters, creating the illusion that the viewer is right there in the action, dodging tackles, following the ball, and weaving through the field. To enhance the raw, gritty atmosphere of a live match, I added a subtle layer of film grain, giving the visuals a textured, tactile quality.
This minimal stadium and characters allowed the dynamic camera work to take center stage. I achieved the sense of on-field immersion by attaching cameras to curves and placing them around the characters, creating the illusion that the viewer is right there in the action, dodging tackles, following the ball, and weaving through the field. To enhance the raw, gritty atmosphere of a live match, I added a subtle layer of film grain, giving the visuals a textured, tactile quality.