BlackBerryRugby11-for-web.jpg

blackberry

agency: Clemenger Sydney
art director: Adam Whitehead
agency producer: Jo Kouvaris

To communicate the BlackBerry PlayBook's coverage of the 2011 Rugby World Cup, EA combined CG with supplied stock images of football stadiums, pitches & crowds. We were required to alter this well known stadium significantly enough to make it unrecognisable to the viewer.

As well as reducing the number of tiers & removing obvious signage, the structure was cut, stretched & squashed so that the image could work for several different crop sizes. The main stadium image was supplied at a very low resolution so one of the major challenges was to degrade the other elements sufficiently enough for the image to work as a whole.