Overview

Leading creative and development of GiG’s main screen on their bespoke stand at ICE Barcelona 2025.

Who are GiG?

GiG provide iGaming Platforms and Sportsbooks to online and land-based operators. They focus on the best available technology to deliver exceptional gaming solutions.

Planning

Initially, GiG did not have a clear vision for the content they wanted displayed on their screens, providing us only with their brand guidelines and marketing materials for the event. As we were starting from a blank canvas, we created an ‘animation board’ to begin discussions of the types of motion include and routes to explore that are aligned with the GiG brand principles. The board included several types of animations related to typography, transitions and, overall look and feel.

Storyboarding

Once we’d brainstormed with the client and got their input on our ideas, we then proceeded to the storyboarding phase. Storyboards are an excellent tool for quickly visualising ideas to obtain feedback on early concepts. Each scene was created in detail, and we provided extra frames to show intention of movement, this provided GiG with a clear idea of how the final animation would begin to piece together. Due to the unique sizing and placement of the screen we opted for typography led animations mixed with cropped stock footage.

Animation

After refining the storyboards, we began creating the animations scene by scene. To ensure we worked efficiently we created the initial screens 1:10th scale, this saves on time when creating and sharing progress updates to our client. We utilised high quality stock footage for the “space/Earth” screens, adding a custom starfield and masking techniques to interact the footage with typography. The extra effort in creating smooth transitions between scenes is something that will always work well.

To achieve this, we utilised match cuts by creating subtle movements in the typography to focus the eyes on that area before transitioning and matching that movement, so the scenes are visually connected. Creating impact and focusing on certain phrases in contrast can work better as jump cuts – “Sports betting at its best”. Cutting to each word here provides the necessary pacing required to draw attention to the phrase. Although this is primarily a 2D animation we mixed in our client’s 3D coin asset on a couple of scenes. This tied in with the client’s brand and mimicked the opening scene where the typography was masked behind the Earth imagery.

Rendering

Upon receiving the green light on the final render, we exported to scale and worked with the AV team on site to ensure the final deliverable fit the spec for the bespoke screen.

Interested?

If you’re interested in utilising bespoke animation to bring your brand to life either in location or on social please get in touch at hello@squareintheair.com