The idea

We created a launch moment that treated the country itself as the canvas.

Rather than starting in stadiums, the work began in everyday life across the eight host cities. Streets, bridges, parks and skylines. Places that feel like summer to fans. From there, The Hundred’s new visual identity starts to take hold.

Through motion graphics, sound design and colour, energy sweeps through each city. Subtle at first, then building. Each location keeps its own character, but all are connected by a shared visual language, creating a sense of collective movement towards the tournament.

As the film builds, players from across the competition move towards the trophy. The pace quickens. The atmosphere intensifies. By the end, every city feels charged, unified and ready for the new era of The Hundred.

The message is simple: the same game fans love, turned up a notch.

Bringing it to life

To deliver scale with consistency, we designed a production approach that balanced efficiency with impact .

Player sequences were captured in a single studio location, styled and lit to feel distinct for each team while maintaining a cohesive look. Motion graphics and colour treatments were then layered in post-production, allowing the tournament identity to flow seamlessly between real locations, players and environments.

The idea extended beyond the hero film into the fixture announcement itself. Each team’s fixtures were revealed through landmark-led statics and short-form videos, with The Hundred’s visual language interacting directly with cities across the UK.

The result was a launch system, not a single asset. One idea, flexing across formats, channels and moments.