Project overview
As Creative Director, I was tasked with relaunching the broadcast opener for DAZN’s coverage of the Jupiler Pro League. This wasn’t just about refreshing visuals—it was about creating a piece of work that positioned DAZN as the new, definitive home of Belgian football. With a new season, a new tone, and a shifting audience, the opener needed to reflect DAZN’s global energy while honoring local legacy.
I led the creative development from concept to delivery, working cross-functionally with motion, production, league stakeholders, and brand teams to ensure that the final product inspired viewers and strengthened the brand’s strategic foothold in the region.
the challenge
DAZN officially entered the Belgian market.—marking a pivotal moment for their regional brand presence. But inheriting an audience loyal to the ELEVEN brand meant more than just plugging in a new logo. The opener needed to bridge that emotional gap: to signal change without alienation, excitement without erasure.
From a creative strategy perspective, the challenge was to align DAZN and Pro League brand standards, with regional storytelling, to design a bold, energetic opener that respected the audience's deep connection to the clubs and culture.
What made this project especially complex was the need to satisfy multiple stakeholders: Pro League leadership, internal editorial leads , and DAZN’s global brand team—each with different priorities and timelines.
Creative Strategy & Concept
Rooted in the pillars of clubs, fans, and action, our creative concept was built to reflect what truly matters to Pro League viewers. These aren’t just sports fans—they're part of an ecosystem that thrives on history, rivalry, and passion. That insight informed every part of our concept development.
We developed a visual story arc that spotlighted the intensity of the matchday experience, layering DAZN’s signature motion style with high-end CGI to elevate the broadcast’s emotional and aesthetic value. The goal was simple but ambitious: create an opener that didn't just introduce a match—but announce a new era of Belgian football.
My role involved balancing creative ambition with strategic clarity—making sure that every second of animation worked just as hard for the brand as it did for the audience experience.
Process & Execution
I directed the project across multiple teams, ensuring alignment between brand goals, production constraints, and creative integrity.
- I collaborated closely with Pro League officials to ensure full brand alignment
- Led concept development, scripting, and motion direction with Design & Motion Lead Bram Van Bauwel
- Partnered with production and Broadcast ops teams to manage feedback loops and delivery milestones
- Oversaw final approvals and handoff for broadcast integration
This wasn’t just a design challenge—it was a systems challenge. From stakeholder education to cross-functional coordination, I made sure the creative stayed on strategy, on brand, and on time.
:30" Live Broadcast Intro
Static Renders
Outcome & Impact
The opener successfully launched at the start of the 2024–25 Pro League season, serving as the new creative face of DAZN's football coverage in Belgium. But most importantly, the piece reinforced a key message: creative isn’t just aesthetic—it’s strategic. It helped DAZN stake its claim as the new home of Belgian football with clarity, pride, and creative excellence.
THE TEAM
Lead Producer: Veronique Van Roy
Live Broadcast Producer: Vincent Gustin
Motion Design: Bram Van Bauwel
Executive Producer: Jan Mosselmans
Creative Director: Manuel Lopez G.
Live Broadcast Producer: Vincent Gustin
Motion Design: Bram Van Bauwel
Executive Producer: Jan Mosselmans
Creative Director: Manuel Lopez G.