Working in partnership with Pentagram Design and Abu Dhabi Media to reimagine the entire portfolio of ADM Sports, from house style, right through to live action and 3D idents.

The concept which drives everything is ‘The Sporting Line’. The line between winning and losing. Glory and defeat. Sacrifice and redemption. At this level, the margins are fine. But it’s these margins that define winners and defy logic.

This is the line that guides everything we do from motion principals, to tone of voice, branding, communications and broadcast design.

The result is a world-class suite of box fresh sports brands, ready for launch. Ready to define an exciting new future for Middle Easten sports broadcast.

Production Company — Armoury
Director — Paul Dixon
DOP — Joe Douglas
Audio — BXFTYS
Editor — James Demetriou
Directors Edit — Oldie
Grade — Stef Colisi
Directors Edit Grade — Big Buoy