The Fridge - Rebrand of the Belgacom's football channel

The Fridge - Rebrand of the Belgacom's football channel

In 2012 Belgacom (Belgium’s leading telecom operator) obtained the rights of several international football leagues, and became an official broadcaster of the major Belgian leagues.
Belgacom decided to launch a new dedicated TV channel “11+”  to broadcast the different football leagues.

Belgacom needed a new look & feel for this channel and asked the Fridge to develop a qualitative branding concept.
The concept had to be in line with the overall identity of Belgacom and with the international quality level of the broadcasted football leagues.

Therefore The Fridge developed a unique concept based on a mix of live action images and an environment created in postproduction. 
This solution appealed to Belgacom, because The Fridge could meet their wishes with limited production resources but with a maximum of added value in postproduction. 

For the live action images, The Fridge organized a shoot with real footballers in a green key studio. The environment, such as the football stadium, including big lights, the grass and the football were developed by the postproduction team and integrated into the movie. The 3D and Compositing department of The Fridge succeeded in creating the atmosphere of a big football stadium, filled with lots of cheering fans. 

To deliver a complete package for the rebrand of the Belgacom’s football channel, The Fridge also designed all graphical elements used in the channel’s look & feel such as bumpers, logo animations, scoreboards, idents and other animated elements. In order to create animated indents, which give a qualitative look and feel to this project, The Fridge also introduced the technique of photo mapping. 

Belgacom and The Fridge worked closely together to develop the branding of this dedicated football channel “11+”. 
Thanks to this close collaboration Belgacom could launch an entirely fresh and new football channel on the due date. 
Both partners are very pleased with the final result and Belgacom even received compliments from the UEFA for the branding of their channel “11+”.

www.thefridge.tv

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The Fridge - Rebrand of the Belgacom's football channel