Sports Event CGI & FOOH Campaigns
CGI & FOOH Video Production for Sports Events and Live Activations
Sports events demand content that builds anticipation before the first whistle, the first serve, or the first game. For this collection of campaigns, we developed CGI and FOOH videos for event announcements, partner activations, and tournament launches across football, basketball, padel, and tennis. Working with leading brands in automotive, real estate, and finance, each film uses cinematic visual language to turn an event date into a moment worth sharing — creating excitement before the event itself begins.
Created in collaboration with Rapid Peaks GmbH, the brief was to announce a major event through a transformation of space — turning a significant interior environment into a dynamic, brand-charged showcase without conventional reveal mechanics.
The concept opens on a prominent interior space. Through a seamless sequence of movement and light, the environment begins to shift — new elements emerging, the atmosphere changing. The transformation is continuous and fluid, with no hard cut between before and after.
The CGI production allows the interior to evolve in ways a physical build-out never could — surfaces, lighting, and spatial elements moving in choreographed sequence to build energy toward the event reveal.
The result is an announcement video that communicates scale and excitement through the transformation of the space itself, using the environment as the storytelling medium rather than text or titles
The second collaboration with Rapid Peaks GmbH required a different approach to the announcement format. Where the first film used interior transformation, this concept needed a landmark — a recognisable architectural venue — and a reveal mechanism that felt cinematic and event-worthy.
The video opens on a prominent architectural landmark, its entire facade covered by a large flowing fabric structure. The venue is concealed, building anticipation. Then a visual trigger — a ball hitting its mark — sets the cloth in motion. It cascades away in a single dramatic sequence, revealing the venue in full.
The fabric simulation is produced entirely in CGI, allowing the weight, movement, and timing of the reveal to be controlled precisely for maximum visual impact. The moment the cloth falls is the moment the event becomes real.
The FOOH format makes the reveal shareable and surprising — an architectural landmark transformed and then uncovered, with a sporting event at its centre. The concept works equally well as a social post and as a broadcast-quality opener.
For Sobha's partner sports event — a multi-sport cup spanning football, padel, and tennis — the film needed to represent all three disciplines simultaneously while building toward a single unifying moment of celebration.
Set against the Sobha building and the Museum of the Future in Dubai, the scene opens as balls from all three sports launch into the air together. They move through the frame in a physics-driven simulation, colliding mid-air and shattering into cascades of light and reflection.
As the collision sequences multiply and overlap, the individual sports dissolve into each other — football, padel, and tennis becoming a single visual event. From the ground, a gleaming trophy emerges from the energy of the combined impact.
The CGI mixed reality production places the action against real Dubai landmarks, grounding the spectacle in a specific place while pushing the visual language into territory no live shoot could reach. The trophy reveal closes the film as both a competitive symbol and a celebration of the event itself.
For the Mubadala Abu Dhabi Open 2024, the film needed to connect the city of Abu Dhabi with the tournament — making the event feel like an expression of the city rather than something happening within it. The concept required a journey, not a static reveal.
A single tennis ball becomes the thread of the story. It travels through three distinct Abu Dhabi locations — each representing a different dimension of the city: innovation, heritage, and sport. The ball moves continuously, carrying the energy of the city with it.
Each location is rendered with CGI precision, allowing the ball's path and the city environments to interact in ways that a live-action shoot could not achieve — the ball passing through, reflecting, and activating each space it moves through.
The journey concludes at a floating tennis court, where the ball lands and the tournament begins. The transition from city to court mirrors the premise of the Mubadala Abu Dhabi Open itself: world-class sport embedded in the identity of Abu Dhabi.
The FOOH format gives the film its scale and shareability — a city-wide narrative compressed into a single continuous visual journey.