HSBC SVNS, World Rugby’s reimagined and rebranded global celebration of rugby sevens across eight iconic cities, is not just a rugby tournament, but a must-attend experience set in some of the world’s most exciting locations.

To mark the relaunch, the campaign ‘Destination: SVNS’ is all about encapsulating the madness of a weekend watching Rugby Sevens. From the incredible locations and the fancy dress, to the incredible food, fairground rides, live music and a fair bit of world-class rugby thrown in too. Converting those who are not typically rugby fans by positioning the tournament as the ultimate summer destination packed with entertainment from dawn till dusk.

To do this I created a 60-second spot starring New Zealand comedian Barnie Duncan as the presenter of a TV-style travel show as he ‘visits’ various global locations where the tournament was being played. However in reality he is superimposed onto scenes, using deliberately clunky green-screen.

To launch the HSBC SVNS 2025 tournament and drive excitement, I edited a series of high-energy promotional spots designed to capture the event’s unique dual identity of the tournament: elite, high-stakes athleticism on the pitch, and the vibrant, fun costume-clad festival culture off the pitch.

The creative challenge was to bridge these two contrasting worlds seamlessly. My solution was to develop a stylised, fluid split-screen framework that allowed both environments to dynamically interact on screen. Instead of traditional hard cuts, I utilised custom, organic graphic masking—outlined with bold, kinetic branding elements—to create a shifting canvas.

By pairing precise match-cutting with meticulous audio and visual pacing. This technique effectively unifies two entirely distinct environments into a singular, cohesive, and high-impact viewing experience that perfectly embodies the “Rugby Let Loose” campaign.

To support the global presence of World Rugby’s standalone streaming service, RugbyPass TV, I designed and animated a comprehensive motion graphics and broadcast packaging system. My role was to translate the platform’s visual identity into a fluid, high-impact on-screen experience.

I built a versatile logo animation toolkit—including horizontal, stacked, and abbreviated iterations—optimized for varying formats. Alongside the branding assets, I developed the full network presentation layer, creating premium overlays, lower thirds, transition wipes, and endslates that unified the platform’s live match coverage and original programming under a clean, cohesive broadcast aesthetic.

To launch the brand identity for the 2027 Rugby World Cup, I was brought on to define the core motion graphics framework and broadcast assets. My role focused on setting the visual rhythm and technical standards for the tournament’s global rollout.

I animated the primary logo mark and engineered a modular motion toolkit capable of anchoring high-impact tournament promos. Additionally, I spearheaded the development of the animated brand environments, creating intricate, textured background patterns that seamlessly merge traditional motifs with a modern, energetic sports aesthetic.