ITV Sport
Euro 2024 Title Sequence

A high-tech pipeline to build a medieval world

We were contacted by Noah Media Group to help bring their vision of a paper based Brothers Grimm themed title sequence to life.

Whilst they had a brilliant creative concept, our challenge was to create a rich and vibrant world, within the time and budget available.
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We combined a 3D/CGI world with 2D character animations, used a machine learning based tool to convert 2D images into 3D models, and developed a series of paper textures to be used throughout. Oh, and lots of elves.
Title sequence thumbnail for ITV's animated Euro 2024 opener.

Crafting the world

Over sixteen weeks, we brought a Brothers Grimm themed pop-up paper world to life for ITV Sports, commissioned by Noah Media Group.

The title sequence would be broadcast to millions, so it was high stakes, but had to be resource and cost efficient.

We combined a 3D/CGI world with 2D character animations, used a machine learning based tool to convert 2D images into 3D models, and developed a series of paper textures to be used throughout.

Early explorations

Saving 3D production time using machine learning

We've developed a pipeline that converts simple 2D concept art into complex 3D models.

This means we could quickly populate the Brothers Grimm fantasy world for a fraction of the cost and time.

Adding textures

Once we modelled the objects using machine learning, we then added textures. These were created using a variety of methods, and may of them actually have a story within!

Elf football fans

We originally went for a 'cute' childlike style, however, we felt something more mischevious was more appropriate.

First style

Final style

Easter eggs

We were tasked with leaving a trail of Easter eggs for the viewers to find.

Some are easy, and some are super hard!

They range from quotes, jokes, subtle references to both The Brothers Grimm world, and football.

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Combining a 3D world with 2D characters for efficiency & effect

One of our favourite studio techniques is to use the full power of 3D animation technology to build immersive worlds, whilst allowing the skill and personality of 2D animators to shine through.

We do this by exporting spatial/camera data from our 3D software, and using it to track the 2D characters in place. We'll also use a special render pass, cryptomattes, to give us greater flexibility for masking and compositing.

The results

After being broadcast to over 10 million viewers on opening night, the title sequence was widely lauded as a success.

We had much praise from NMG, our client, as well as a positive review from the Guardian, and many positive comments across social channels, Reddit, YouTube, X and Instagram.

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Add power to production by combining tech + art
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