X Games
The Story
ESPN needed to redesign their very successful X Games franchise, the largest action sports event in the world for young teens. Technology was becoming more and more pervasive at the time.
The Results
A campaign based on the motion of action sports and the capability for new 3D software to mimic the dynamics and violence of xtreme sports. The campaign combined 3D, live action and action sports in new and innovative ways leading to a fresh language that garnered an Emmy award.