48 HORAS
2009 - TyC Sports - Program Packaging

TyC Sports is one of Argentina's most popular sports channels. It broadcasts live league matches and well as news and highlights shows. Its language style is colloquial and warm, and its journalism is respected by sports fans.

At the same time, it is a channel with a much smaller budget than its competition and, according to market research studies provided by the client, the audience considered the programs and the channel in general to be low quality. The competition, in contrast, used bright and complex designs with high quality images.

Under those circumstances, we were hired to create the rebranding for five most important programs of the channel, aiming for a radical renovation that would raise the quality standard, while at the same time, differentiate it from the competition and maintain the identity based on Argentina and football that it had cultivated for years.

We coordinated with the set designers to differetiate each program while at the same time uniting them under a common channel identity. We developed a modular system of LED panels that allowed us to generate almost 10 different sets changing only certain elements according to each program.

The client was really satisfied and the image refresh was a hot topic of conversation among football fans in Argentina (and even of America!). 
Credits:
TyC Sports Creative Director: Pablo Encabo 
Creative Directors: Sergio Saleh, Juani Libonatti 
Design and animation: Sifon DG