The brief

During the 2022 Men's T20 World Cup, the ICC wanted to create an innovative, broadcast and stadium moment that brought to life the 'This is the BIG TIME' tournament campaign across key matches at the MCG. Key objectives included:

• Creating a live experience to extend the campaigns reach via key global broadcast markets/territories

• Create social media cut through across all owned ICC channels

• Further enhance the ICC’s brand with the use of emerging technologies

The solution

I led a dedicated team that consisted of Creative Technologists, Producers, Engineers, 3D Motion Artists and DoPs across the overall ideation, collaboration and execution with ICC TV to create a 1-minute takeover moment, incorporating pre-shot player content and a real-time Mixed Reality 3D projection that enhanced the narrative of 'big time players, playing big time cricket' outside the MCG. Using innovative real-time projection, modelling, and camera technology from Stype, we merged the real-world and computer-generated environments and provide a realistic illusion for fans watching in-stadium or at home via the world broadcast feed.

The outcomes

As a result, the campaign experience was able to achieve the following metrics:

• 750 million+ views across the tournament globally, both on broadcast and digital streaming

• 21 different linear broadcasters and streaming platforms in key global markets

• 250,000+ live fan views in-stadium across the tournament

• 1 million+ social content video views across ICC Instagram and Facebook channels

Role: Creative Director