Raw Sport

Brand Platform 		Client DAZN
Discipline Art Direction, Copywriting
By LUKEABC Date 2018

Contents

DAZN — Raw Sport brand campaign

Overview

Global platform launch for DAZN, the sports streaming service. The brief was to establish the brand around a single idea — Raw Sport — and roll it out across every touchpoint: broadcast idents, fight promos, social content, and outdoor campaigns in markets worldwide.

Part of a core creative team at Dentsu McGarryBowen, I worked across concept, art direction, and copy — helping define the visual language and editorial tone that gave the platform its identity.

The Work

The output spanned 360 — broadcast, social, OOH, and print — across global markets. In any given week the team would be cutting fight promos, building season-launch campaigns, and producing platform idents simultaneously.

DAZN social content — fight promos, athlete features, and derby graphics
Social content across fight promos, athlete features, and matchday graphics.
DAZN broadcast motion graphics
Broadcast motion — idents and programme packaging.
DAZN outdoor campaign — Tokyo train station
OOH takeover, Tokyo.
DAZN outdoor campaign — Piccadilly Circus, London
OOH activation, Piccadilly Circus.
Design System

The visual identity was built as a toolkit — a system flexible enough to work across sports, markets, and formats while keeping the brand unmistakable. Developed alongside the DAZN in-house team and the Dentsu creative department, it gave local teams the tools to produce on-brand content at speed.

DAZN campaign wall — breadth of creative output
Studio wall showing the range of output across the campaign.
Credits
Role Name
Art Direction, Copywriting Lukeabc
Creative Direction Angus Macadam, Joe Koprowski
Creative Direction (DAZN) Toby, Stu
Agency Dentsu McGarryBowen

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