SP—156 / Sport & fitness · Editorial campaign
PLAY FIELD
A creative direction for a community sports programme.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop PLAY FIELD, a fictional concept for a community sports programme. Elite imagery can make everyday participation feel distant or intimidating. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People looking for a sport, class or community that fits their motivation.
The strategic idea
“MORE ROOM FOR PLAY.” is the central creative thought. Treat the message as an editorial statement, balancing expansive type with a deliberate moment of visual silence. Build energy around the decision to show up. Make the activity and first-session experience understandable and inviting.
The creative direction
An original track-inspired graphic, assertive typography and a #00C853 colour field create the visual language for PLAY FIELD. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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