Project
The Australian Open
Synopsis
For the 2021 Australian Open I was tasked with developing the motion identity and guidelines for the tournament. A custom ‘glitch’ animation and photo treatment allowed the visual identity to be easily recreated and applied across all campaign visuals. A package of filters, animation scripts, and motion templates was included alongside a set of motion guidelines to ensure consistency in all outputs from digital and social, through to broadcast.
Year
2021
Disciplines
Motion Graphics
Print Design
EDITING
DIGITAL ART
Marketing
Social, Outdoor & Digital
With an event of this scale comes a marketing campaign that covers not just Melbourne, but the whole of Australia and beyond, targeting media channels for both local and international audiences. Bringing the visuals to life across an exhaustive list of media formats was a crucial part of the project.
Exhibition
Environmental Artworks
Beneath Rod Laver arena runs a long tunnel that serves as both warmup area and final walk before players head out onto centre court. Looking to bring the momentum and energy of the tournament motion to this area, I created a series of art works that lined the walls of the tunnel, providing a touch of energy and inspiration to players as they prepared to step onto a world stage.
Branding
Corporate Motion Identity
Following the tournament I continued to work on the motion identity for the wider AO brand developing animations, templates, and guidelines that could be applied to any media that was produced separate from each years tournament specific campaign.
Social Media
COntent Design & Animation
In addition to the Australian Open brand and campaign, I worked with the social media team to create a variety of static and animated assets for before, during, and after the tournament.
Credits
Art Direction Iggy Petrusev
Copywriting Tom Opie + Herschel Kissinger
Digital Design Remy Clarke + Amy Mcpherson
Graphic Design Iggy Petrusev + Tom Nickeas
Animation Tom Nickeas