The campaign includes three promos and seven show packages airing throughout Europe, the Middle East and Africa. The team - lead by Senior Creative Directors Mitch Monson and Jeanne Kopeck - was charged with creating the project in a hyper- intensive nine-week timeframe.

"We had enjoyed Mrs. K's past work and were very interested in seeing how they would approach the branding and promotion of our new UEFA Champions League broadcasts," notes Mohammed Al Bader, Head of Art & Creative Department at Al Jazeera Sport. "We were very excited by the designs that they presented and the concepts were perfectly positioned for both Champions League and Al Jazeera Sport."

"Throughout the entire project we were given unprecedented creative freedom from Al Jazeera," says Director Jeanne Kopeck. "They loved our original pitch and after our meetings in Qatar, they trusted us to execute everything in a mostly unsupervised form. It was an amazing experience from beginning to end."



The spot concepts required a global feel, so with the project's limited schedule, Director Jeanne Kopeck had to pick live-action locations carefully.

The motion-graphics intensive program packages were shot Stateside and involved green screen mixed with extreme-high-speed shooting on the ITRONIX camera for player action and dynamic fluids. In order to successfully orchestrate the massive graphics and animation effort, Mrs K. brought on a number of additional designers and animators, selected based both on past collaborations and expertise. Mrs. K Creative Director Mitch Monson, who concepted, designed and managed the program packages, explains: "Since Al Jazeera wanted to keep a very human quality to all of the pieces, a great 'in-camera' sensibility was required. There was a lot of integration between live action talent and the 3D imagery that we designed for the packages."

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To guarantee the seamless integration of the graphics packages into the programming schedule, Monson traveled to Milan to personally supervise their initial implementation.

For work review and final deliverables, Mrs. K set up an exclusive online micro-site. This gave the Al Jazeera teams in Doha, Madrid, Milan and London immediate access to all of the work being created for the project. The promos and packages began rolling out earlier this month and their use will culminate in the broadcast of the UEFA Cup Finals.

"We hope the campaign will help audiences to see more than just sport; that they will also find a more human, emotional, inspirational perspective to the work," concludes Kopeck. "We feel this will lead to a stronger connection to Al Jazeera and an understanding of its unique vision, global perspective and the exceptional coverage it brings to viewers."

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