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Sky Sports overhauls Premier League output with film appealing to a 'younger audience'

Sky Sports opened its Premier League coverage this weekend with a bold overhaul to its title sequence designed to appeal to a younger audience.

Designed by Sky's in-house marketing team Sky Creative Agency, with help from Coffee & TV and for Visual FX and Motion Design, the spot debuted at 7pm on the Friday Football broadcast to drive excitement around the 2019/20 Premier League season.

The 20-day shoot was spaced across several months and made use of five-minute windows with talent from the top teams in the league, showing the personality of each club.

Chris Sharpe, Sky Creative Agency’s design director, said it was probably the "bravest element" of Sky Sports' Premier League output overhaul.

"Production’s request was to appeal to a younger audience with a bold, edgy and impactful creative. The result is a feel-good sequence celebrating the superstars of the world’s best football league. Using our unrivalled access to the players, the title combines highlights from last season with player cut-away scenes, many of which have subtle narratives, playing on our reputation as a story-teller."

Brad LeRiche, senior designer for Sky Creative Agency, added: “Coming up with a creative that speaks to a large demographic, speaks to our brand values and needs to feel as pacey and energetic as the Premier League itself is a challenge, especially off the back of such a legacy of great show branding. With the instinct to do something ‘different’ looming large without alienating our viewership we went through a few iterations of our initial ideas, finally settling on something that feels fresh and yet stays true to Sky Sports."

Vote for the teaser below in The Drum's Creative Works.

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Last year The Drum explored how Sky Creative Agency (SCA) has set out a roadmap to, by a distance, by the UK’s largest in-house creative agency.