This sponsorship ident was designed and created to form part of Carlsberg’s European cup sponsorship campaign. In order to generate a vast city surrounding the brand logo, we decided against using traditional modelling techniques.
Instead, we used procedural city planning software to enable us to design a highly detailed CGI city for the spot. We were able to have an enormous amount of control, and art direct everything from the road network to the height and style of buildings.
The central stadium was updated later in the campaign to coincide with the opening of the ‘Friends Arena’ in Sweden.