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Atlanta Hawks

Nike Peach City Edition

The Atlanta Hawks asked MAMMAL for an animated promo to accompany the release of their latest jersey drop, the Peach 2022-23 Nike NBA City Edition Uniform. The first animation would be an artistic, conceptual tribute to the city of Atlanta, while the second would highlight different aspects of the new jersey.

Challenges + Solutions

While the main point of these promos was to reveal this year’s City Edition jersey, we also needed to capture the city's unique energy and the heartfelt passion of Hawks fans. In order to properly pay tribute to Atlanta, we needed to showcase the city in a way that was never touristy or cheesy. Similarly, we would need to ensure our overall animation approach didn’t feel too glossy or digital. Using gritty textures and glitchy, rhythmic animation, we created two peach-infused love letters to basketball and Atlanta. Highlighting key players and footage of fans around the city and in the stadium, we made these motion graphics promos feel authentic and tailor-made for the Hawks community, just like their new Peach City Edition jerseys.

Process Frames

A substantial amount of ideation and concepting goes into every unique project before it crosses the finish line. Here we’ll showcase some of the process that led us to the final result.

Thank You.

Welcome to the A.

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