UEFA 2028 Brand story video

Building on the brand identity crafted by VML, we transformed the UEFA EURO 2028 story into motion — through expressive soundwave lines, kinetic typography and a seamless interplay with live-action moments.

UEFA EURO 2028 introduced a vibrant, community-driven identity designed by VML Branding Portugal, and bringing it to life through motion was the kind of brief that instantly sparks ideas. At the heart of the video are the coloured lines inspired by the soundwaves created by the excited roar of the stadium. This visual pulse, shaped by the collective energy of millions of fans, became our starting point: fluid, reactive and emotionally charged, carrying the rhythm and excitement that define the tournament. From there, we expanded our motion toolkit with kinetic typography. Letters stretch, snap, ripple and distort as if formed by the same collective voice that drives the soundwave lines. The palette shifts across a wide spectrum to reflect the diversity of nations involved, and this variety naturally extends into the motion piece. Different alphabets and languages appear throughout the piece, highlighting how many cultures speak in different ways but share a universal vocabulary when it comes to football. Balancing this richness became a kind of choreographed flow, a visual rhythm where colours, shapes, footage and type coexist without losing clarity or impact. The highlight of the project arrived when we saw the final animations out in the world. Watching our work appear across UEFA’s social channels and as part of the reveal on the giant screens in Piccadilly Circus (realising we were sharing that moment with millions!!) felt surreal in the best possible way. The project resulted in a 16:9 hero video, an ultrawide version crafted for the Piccadilly launch and a dedicated 4:5 cut for social platforms, each carrying its own momentum while reinforcing the same expressive identity. And these assets are only the beginning. They mark the first animated layer of a brand that will continue evolving, expanding and gaining energy in the coming years. We can’t wait to see where it goes next!

Check it on — Press release on UEFA

The film is built around two core visual dimensions: motion design and live-action footage. The motion-driven section is where the energy kicks in first. Bold typography pulls you straight into the action, and the identity’s key graphic element comes alive as a soundwave, exactly as VML envisioned it. To bring that idea to life, we collected audio from EURO commentators and transformed their voices into the pulse of the system. As their commentary morphs into motion, the soundwave becomes a shared signal — a visual and sonic thread connecting every viewer. In this transformation, the voices of commentators and UEFA itself evolve into the collective roar of fans from all the participating nations.

The visual language of the film is built around three core features: the soundwave, kinetic typography and the blend between motion design and live-action footage. The soundwave sets the pulse of the piece, carrying the collective energy of the fans. Kinetic type brings that energy into words, stretching and reacting as if shaped by the same momentum. And the interplay between crafted motion and real-world footage grounds everything in the emotion of the game, creating a unified visual world where design and live action move as one.

The video played a key role in introducing the new UEFA EURO 2028 brand, accompanying the reveal of the logo both online and in person. It premiered during the launch event in London and was shared across all UEFA social channels, becoming the first public touchpoint of the refreshed identity. While we didn’t handle the external content produced for the event, several of our key scenes were integrated by the HighScream team at pivotal moments throughout the reveal, seamlessly blending into the overall experience.

Working in an ultrawide format is a completely different challenge compared to a standard 16:9. The extended canvas changes the rhythm, the framing and the way motion behaves on screen. To make it work, we revisited and redesigned several scenes from scratch, adapting compositions and visual balance to fill such a panoramic space. It was a demanding process, but essential to ensure the identity felt just as expressive and immersive at that scale.

The trophy, already an icon of the tournament, becomes the emotional anchor of the film through motion. We brought it into 3D using Cinema 4D and enhanced its presence by refining reflections. In Cavalry, we generated the animated soundwave lines that wrap around and reflect on its surface — creating depth, momentum, and a direct connection with the identity of UEFA EURO 2028. The logo animation transitions seamlessly from the 3D trophy into the official EURO 2028 mark, culminating in a bold, energetic typographic blow-out that amplifies the brand's momentum.