#FRANCE 2023

Fédération Française de Rugby

For France’s 2023 Rugby World Cup bid, the French Rugby Federation assigned us the art direction for a three-part video series. The concept drew inspiration from Konbini’s dynamic interview format. We faced a dual challenge. We needed to create a unique idea and work with inconsistent video footage quality.

Our solution was a creative style we called “Pop & Craft”.

We moved beyond simple graphic overlays. We made the question moment the main event. When a public figure was asked a question, two animated panels with answer choices appeared on screen. This is where the concept came alive. Each panel was its own graphic world. A mix of frame-by-frame animation and vibrant motion design produced a handcrafted, textured, and playful aesthetic.

This creative burst for the questions intentionally contrasted with the interviews. We presented the public figures’ interviews in a clean, elegant black and white. This choice gave the project consistency. It also emphasized the detail and color of our animations.

The approach redefined the format. It turned a simple interview into an engaging, memorable visual experience. The unique identity of these three videos drove their success. Engagement rates far exceeded typical standards and left a lasting impression.