HAYWARD MAGIC
Phil Knight’s personal project — The Magic of Hayward Field.
Working with him and his team directly, we created an authentic voice for Track and Field that represented the athletes.
A new, influential identity that could generate credibility and freshness with younger fans. Hayward Magic was created as an editorial channel on Instagram that stands out amongst other T&F social media accounts. It’s proudly brand agnostic and elevates all athletes, since it’s not tied to a corporation that needs to sell products or services. Its sole mission was to represent the real voice and attitude of T&F athletes in order to elevate the sport and connect with younger fans, being social first, instead of just reporting the sports news.
A new, influential identity that could generate credibility and freshness with younger fans. Hayward Magic was created as an editorial channel on Instagram that stands out amongst other T&F social media accounts. It’s proudly brand agnostic and elevates all athletes, since it’s not tied to a corporation that needs to sell products or services. Its sole mission was to represent the real voice and attitude of T&F athletes in order to elevate the sport and connect with younger fans, being social first, instead of just reporting the sports news.
NEVER SATISFIED (FILM)
Ahead of the US Olympic Trials at Hayward, we reminded runners that their training repetition builds reputation with an infinite loop of one hurdler's never ending journey to Hayward over the course of a year. Our clay animation runner jumped through a 33meter set - ending in the perfect loop.
PAINTING THE PROCESS (FILM)
We showed how the training process leads to glory with a beautiful, hand-painted film. It took 12 oil paintings per second. The filmmaking process was almost as hardcore as the athlete's training process...
BE SOMEBODY (FILM)
It all started with a gut check. We launched @haywardmagic on the 100th anniversary of Hayward Field with a claymation that pushed athletes to train harder, because you never know if somebody is training harder than you.
Ahead of the US Olympic Trials at Hayward, we reminded runners that their training repetition builds reputation with an infinite loop of one hurdler's never ending journey to Hayward over the course of a year. Our clay animation runner jumped through a 33meter set - ending in the perfect loop.
PAINTING THE PROCESS (FILM)
We showed how the training process leads to glory with a beautiful, hand-painted film. It took 12 oil paintings per second. The filmmaking process was almost as hardcore as the athlete's training process...
BE SOMEBODY (FILM)
It all started with a gut check. We launched @haywardmagic on the 100th anniversary of Hayward Field with a claymation that pushed athletes to train harder, because you never know if somebody is training harder than you.
HEADLINER (REACTIVE)
We covered the events and celebrated the incredible feats of the athletes like no one else could in a timely manner.
We covered the events and celebrated the incredible feats of the athletes like no one else could in a timely manner.
We created a fun and engaging character using a skull caster animation with 12 pre-engineered responses to react to breaking news on social media immediately as the results happened.
OLYMPICS (REACTIVE)
We covered the Olympics by creating animated clay versions of athletes that could instantaneously respond to their achievements live.
We covered the Olympics by creating animated clay versions of athletes that could instantaneously respond to their achievements live.
IG PROFILE PAGE
We created an infinite plywood wall with 80 flyer-posters that allowed us to capture the voice of the athletes and the attitude of track and field.