This project was about demystifying a technical innovation and translating a hardware specification into an emotive viewing experience. I focused on creating a brand expression that balances technical precision with the raw, atmospheric beauty of live sport.
The challenge was to communicate the superiority of 4K Ultra HD to a broad audience, positioning Foxtel as the only provider capable of delivering every major sporting code with unprecedented clarity. The goal was to transform a complex resolution benefit into a fun, emotive, and accessible value proposition.
Approach
My process was guided by the need to simplify a complex innovation into a human centric message. I began by isolating the tiny, high stakes and entertaining moments that define sporting history, the ones usually lost in standard definition, to find a shared point of emotional resonance. By looking beyond the hardware, I identified a visual language centred on the concept that every detail matters. From there, I art directed the campaign with precision, utilising dynamic visuals and integrated storytelling to showcase the immersive power of 4K, ensuring the technology felt less like a utility and more like a necessity for the true fan.
Solution
The outcome of the project was more than just a product launch; it was a shift in how the audience perceived the quality of their experience. By creating a visual system that emphasised texture and proximity, the work gave a tangible identity to 4K Ultra HD across all marketing channels. This design language became a unifying force that strengthened Foxtel’s premium positioning, successfully converting technical specifications into a compelling, must have lifestyle benefit.
It's in the detail
Press ads
Social Media
Programmatic
Landing Page
Credits
Project: Foxtel 4K for Sports launch
Project Owner: Chris Pocock - Senior Marketing Manager
Creative Direction, Campaign Narrative & Integrated Design: Daniel Rammal
Promo Production: Micca Delaney
Project: Foxtel 4K for Sports launch
Project Owner: Chris Pocock - Senior Marketing Manager
Creative Direction, Campaign Narrative & Integrated Design: Daniel Rammal
Promo Production: Micca Delaney