This project reimagines the Premier League’s title sequence as THE ultimate “curtains up” moment. Set within an electrified players’ tunnel, the sequence captures the tension, energy and theatre where legends are made.
Each tunnel section reflects a club’s identity through immersive lighting, bold visuals and LED-driven graphics, bringing players’ personality and attitude to life As they emerge onto the pitch.
Designed to span titles, brand, sets, social and digital, the system embraces the personality of the league while aligning seamlessly with the Sky Sports rebrand. We utilised the Sky Sports lozenge shape as a core design mechanic, alongside dynamic typography and animation, to ensure brand consistency across the Premier League broadcast.
We developed the branding and titles together, pushing the established Premier League zig-zag pattern by giving it LED texture and depth so it felt intrinsic to the whole idea. Each of the 20 clubs were animated individually, with bespoke logo and text animations, using club-specific words and chants to create something that feels authentic and connects directly with the fans.
Titles
In May, we ran three essential test days in Studio F, Unit 2 to validate the greenscreen capture for the Premier League titles. With the possibility of just a one-day turnaround between the final media shoot and delivery, these tests were critical to proving the concept would hold up under real production pressure.
We tested the treadmill setup, locked precise camera positions, and refined lighting that reacted to the movement of the CG tunnel graphics - ensuring a seamless integration between live-action and animation.
The Premier League Media Days followed, where we captured players from all 20 clubs over 2½ weeks, with five clubs shooting just two days before final transmission. Each player had a strict 10-minute window, often covering multiple shot positions, making efficiency vital.
Test shoots allowed us to streamline the process, capture backup player positions in case of transfers, and confidently select the strongest performances. Final shots were rotoscoped, composited into the CG tunnel, relit to match the animated walls, and graded for a natural finish.
Studio 4 & Set Design Graphics
We developed a flexible graphics system with bespoke looks for every team and show, supported by a suite of looping screen animations. studio 4 directly influenced the design of the players’ tunnel, creating a clear visual link between broadcast and title sequence.
OB Set
The Premier League OB studio was designed as a compact, modular set able to operate across multiple locations. With a footprint of just 4.2m × 3.2m and limited ceiling height, the challenge was to maximise visual impact within a highly constrained space.
The physical set was designed in-house, engineered for durability, transport, and repeated use. Working within this framework, we designed the screen graphics and animations - using the LED walls as the primary visual surface and aligning all content closely with the wider Premier League brand.
Opening Night
The new Premier League titles and brand launched at Opening Night - a live event in central London at Outernet London, headlined by Kasabian.
We created bespoke event graphics for the venue, including an animated team walkway that illuminated guests in club colours as they entered.
The titles and branding then played out across the large-scale screens behind Kasabian’s performance, with the title sequence running live during the headline track. The evening culminated in the broadcast of the first game of the season, showcasing the new on-air graphics in full.
Credits
Sky Sports Creative / Coffee & TV
Absolute Audio / Kasabian ft. Cristale
