The Hundred

A new cricket competition where every ball counts. Quicker, simpler. 100 balls, the team with the most runs wins.
New City based teams and a new opportunity to see the world’s best players in England, with every game live on Sky Sports.

The Brief:
To create a 60 and 30 second promotion highlighting star talent in an immersive and modern environment which reflects both The Hundred branding and Sky sports. Communicate to Sky Customers that The Hundred is a new fast-paced dynamic cricket tournament showcasing the fact that each ball counts. Keeping it simple and to the point.

The creative editorial concept was to shooting a range of players & talent on a green screen set, using cricket bowling machines to stimulate players into action. The edit would be a fast paced cut, packed with energy, personality, expression and enjoyment , showing the non-stop nature of a new style of cricket featuring the worlds best talent. Numbers count down from 100 behind the players.

From a design perspective I needed to create an immersive environment which housed both the colours and energy from the existing The Hundred branding in conjunction with the Sky Sports branding. The Hundred branding itself was very flat, I decided to use the colours but emphasise the environment housing the talent, creating a 3D world and a more polished feel adhering to Sky Sports.

The concept was to create unique immersive action with every ball

I focused around an idea to incorporate existing icons into the branding to give meaning behind every shot and every ball.

Following the launch promo a Finals Day promo was also needed, incorporating the brand and effects
that were used across the initial promos

Client: Sky Sports