When Fox Sports On-Air team decided to unveil a new HD Identity they wanted to create something that would feel entirely new, unique and special.
Their new ID needed to showcase the featured sports Fox broadcasts (the NFL, MLB, and NASCAR) and do so in a way that would illustrate the power of watching sports in HD. Vibrancy, color, clarity, and richness were the key design elements Fox Sports were looking for, they tapped into Amsterdam-based Renascent to create this piece for them. Working with Fox Sports CD’s Josh Nichols and Mark Simmons along with Fox Producer Keith Hritz, Renascent developed a stunning take on footage being shred into metallic ribbons.
Renascent is a “one man team”. The artist responsible is Joost Korngold: His website is here
The Creative Directors, Mark Simmons and Josh Nichols had wanted to work with Korngold for a long time. “Joost created some brilliant elements after testing simulated ribbons with footage to fit on it perfectly” commented the team at Fox Sports, “Then, turning it into a 3D masterpiece… Mic first composed original music and created the sound design specifically for the ID that was based on exact timings. After the initial audio pass was created”, Korngold synced his animation to the master audio track. The sound and picture evolved together as the project progressed. The team dealt with the massive time difference by working between the USA and Europe, via email, ftp and ‘having very late and early calls’.
The new piece is slated to air at the start and close of every Fox Sports broadcast.
