Network Rebrand


Fox Sports Australia

Our Part

The Challenge

If you are a rugby, soccer, or cricket fan in Australia, you know that there really is only one option for live sports, Fox Sports Australia. But Patrick Delaney, head of the network, didn’t want to stop there. He wanted FSA to reach a broader demographic, not just the core fans who tune in religiously. The challenge was how to make the channel feel more regal and less bravado, without alienating its base.


The Pitch

When the network realized that other company pitches were falling short, FSA Creative Director Mark Simmons reached out from down under to ask, “What would Ballast do?”. We began our research and were inspired by the network’s efforts to place the fan experience first using breakthrough camera and sound techniques. With that insight, we created a flexible, modular panel system for graphics and video. An optical magnification technique was also designed to be a visual metaphor for the network’s new slogan: Bringing Fans Closer To The Game.

The Pitch Reel

What We Delivered

Our strategy was to create a modular and robust identity system that would keep the brand evergreen. The creative execution began with a comprehensive research phase, and ended with an established system that could evolve organically across all platforms. Using live action, 3D/2D animation, and practical elements, we delivered over a hundred deliverables in less than three months, which included the on-air toolkit, digital breaths, network indents and promos.

FSA Multi-Sport Image Spot

FSA National Rugby League Image Spot

Some BTS shots below of the practical, motion controlled panels that we built. We pre-animated the movement and timing in Maya and then applied the animation to 8 individual motors to drive each panel. It was an impressive rig but ultimately we went back to cg to have better control over the final composite. Having gone through the painstaking process of building this thing on our stage we were much better informed once back in the digital world. Trust the process!

Toolkit Frames

The on air toolkit included over a hundred deliverables and ten :20 promos, with cutdowns. In addition, After Effects projects were supplied, allowing the FSA internal promo department to update in-house.


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