Tag Archives: Friends of Mine Creative

Quick Chat: FOM’s Adam Espinoza on DirecTV graphics campaign

By Randi Altman

Denver-based creative brand firm Friends of Mine (FOM) recently completed a graphics package for DirecTV Latin America that they had been working on for almost a year. The campaign, which first aired at the start of the 2017/2018 soccer season in August, has been airing on DirecTV’s Latin American network since then.

In addition to providing the graphics packages that ran on DirecTV Sports throughout the European Football League seasons (in Spain, England and France), FOM is currently creating graphics that will promote the World Cup games, set to take place between June 14 and July 15 in Russia.

Adam Espinoza

We reached out to FOM’s co-founder and creative director, Adam Espinoza, to find out more.

How early did you get involved in the piece? How much input did you have?
We were invited to the RFP process two months before the season started. We fully developed the look and concept from their written creative brief and objectives. We had complete input on the direction and execution.

What was it the client wanted to accomplish, and what did you suggest? 
The client wanted to convey the excitement of soccer throughout the season. There were two objectives: highlight the exclusive benefits of DirectTV for its subscribers while at the same time showing footage of goals and celebrations from the best players and teams in the world. We suggested the idea of intersections and digital energy.

Why did you think the visuals you created told the story the client needed? 
The digital energy graphics created a kinetic movement inherent in the sport while connecting the players around the league. The intersections concept helped to integrate the world of soccer seamlessly with DirecTV’s message.

What exactly did you provide services-wise on the piece? 
Conceptual design, art direction, 2D and 3D animation and video editing
.

What gear/tools did you use for each of those services? 
Our secret sauce along with Cinema 4D, Adobe Premiere, Adobe After Effects and Adobe Illustrator.

What was the most challenging part of the process?
Evolving the look from month to month throughout the season and building to the climatic finals, while still staying true to the original concept.

What’s was your favorite part of the process?
Being able to fine tune a concept over such a stretch of time.