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Italy , TorinoDecember 23, 2025
Mindsparkle Mag
Building on the brand identity crafted by VML, illo transformed the UEFA EURO 2028 story into motion through expressive soundwave lines, kinetic typography, and a seamless interplay with live-action moments.
UEFA EURO 2028 introduced a vibrant, community-driven identity designed by VML Branding Portugal, and bringing it to life through motion became the core focus of illo’s work. At the heart of the film are the coloured lines inspired by soundwaves generated by the roar of the stadium. Shaped by the collective energy of millions of fans, this visual pulse became the foundation of the motion language: fluid, reactive, and emotionally charged, carrying the rhythm and excitement that define the tournament.
From this starting point, illo expanded the system through kinetic typography. Letters stretch, snap, ripple, and distort as if driven by the same collective voice shaping the soundwave lines. The colour palette moves across a wide spectrum, reflecting the diversity of nations involved, while different alphabets and languages appear throughout the piece — a visual expression of how many cultures speak differently but share a universal language through football.
One of the main challenges was managing visual density without losing clarity. Balancing soundwave lines, kinetic type, colour variation, multiple alphabets and live-action footage required a carefully choreographed flow — especially across very different formats, from social cuts to an ultrawide launch on Piccadilly Circus!
Agency & Concept VML Branding + Film Direction & Creative Direction Ilenia Notarangelo + Design Direction & Design Arianna Cristiano + Executive Producer Matteo Cardamone + Production & Content Management Daniel Ceballos + Motion Direction Exploration Kiel D. M. + Motion Direction Explorations & Motion Lead Valerio Di Mario + Motion Lead & Editing Miguel D’Errico + Tech Direction & Animation Matteo Ruffinengo + Ultrawide Motion Design & Tech Supervision Marco Oggero + Motion Lead Marco De Vecchi + Design & 3D Michele Giamello + Design Alessandra Marin + Music Composition Giorgio Tuinfort + Commentaries mix Fab Martini + Portfolio Case Study Giovanna Crise
