Think. Believe. Jump. Create.
Client: Sport 24
Jump has been working once more with Sport 24, IMG’s live sports channel that connects passengers to unmissable sporting moments in the most unforgettable way – live onboard.
Since 2012, Sport 24 has delivered the best live sports to millions of passengers globally, as they travel on airlines and cruise ships.
Jump was tasked with creating a brand-new collection of idents for the channel, that give a creative nod to Sport 24’s unique position within the travel industry.
Simon Pullinger – Creative Director, Sport 24 at IMG:
“As Sport 24’s brand continues to evolve and grow, we wanted to refresh the on-air idents to reflect our unique position in delivering the best live sport events to passengers at sea and in the air. With so many sports to reference visually, we instead chose to evoke the feeling of speed and motion that passengers experience when travelling, creating a moment of calm outside the drama and energy that live sport produces.
Jump exquisitely brought this feeling to life through their elegant graphical representation of air flows, travel routes, and ocean currents.”
David Skinner – Art Director at Jump:
“The ident opens with sleek, dynamic 3D speed lines streaking across the screen, evoking the high-altitude jet streams of an aircraft. These lines gracefully transform into powerful, fluid motions, mimicking the wake of a ship cutting through water. The camera follows the seamless flow of these elements, symbolizing the convergence of air and sea, speed and strength.
As the lines interweave, they start to come together to form the Sport 24 logo. This continues the dynamic energy of the ident which connects the visuals to a sense of movement and progress.”
Charlene Spence – Animator at Jump:
“The idents were created using Cinema 4D and Redshift. The main technique involved animating spline wraps and sweep nodes, which were added to a cloner. Displacement was also used occasionally to enhance the animation.
Some shots required multiple render layers, depending on the complexity of the scene. For example, glowing light elements were rendered separately to ensure they remained visible and weren’t hidden by other layers. This approach allowed for greater control over the final composition.”
This new work is the latest in a series of award-winning collaborations with Sport 24 – which has included the recent Sport 24: Olympic Games Paris 2024 campaign and the Sport 24: We Don’t Stop Promo which won the Sportel Best Programme Promotion Award in 2022.