FT Live - Sports in the Age of AI and Mobile Experiences
Art Direction | Motion Graphics | Procedural Animation
The Challenge: The Financial Times was rapidly diversifying its sports event portfolio beyond the "Business of Football" event.
The Approach: I engineered a flexible design framework that adapted our core aesthetic across multiple new sporting contexts.
Impact: We efficiently produced a cohesive art direction, scaling our creative output without compromising the brand's integrity.
(These variations were used as a proof of concept internally to develop the idea and weren’t used at any events)
The Inspiration
For the Financial Times' "Business of Football," we established a strong secondary art direction using highly customized sports footage. As the FT’s event portfolio rapidly diversified into other sports, this football-specific imagery became a creative constraint. I took on the challenge of evolving this visual identity into a scalable system. By extracting the core elements of the original art direction, I built a repeatable creative method that allowed us to adapt the campaigns for any sport while maintaining a unified, premium brand presence.