Year
2025
Client
HBO MAX
Category
OUT OF HOME CAMPAIGN
The UEFA Champions League is more than football. It is spectacle, emotion, and shared memory. In Brazil, a significant part of this experience lives in the commentary of André Henning, whose voice and phrases have helped turn matches into historic moments.
The research focused on how his narrations extend beyond the broadcast, becoming instantly recognizable and emotionally charged references for fans.
The project translates iconic commentary lines by André Henning into out-of-home pieces placed across São Paulo. Each phrase is treated as a visual statement, designed for urban scale and immediate readability.
High contrast, strong typography, and clean compositions ensure impact within the short attention span of the city, allowing the emotion of the narration to lead the message.
Each OOH piece was developed as a motion execution, translating the rhythm and intensity of André Henning’s narration into animated typography.
Timing, pacing, and transitions were designed to mirror the cadence of the voice, preserving the emotional build-up of each iconic line.
Movement plays a central role in the system, guiding the viewer’s eye and reinforcing impact within the short exposure time of urban media.
Placed across São Paulo, the motion OOHs capture the energy of live commentary, bringing it into the dynamic language of the city.
The Champions League turns every match into a shared citywide moment. This campaign brought that energy to the streets of São Paulo with bold, minimal messages designed to be understood in seconds. By translating the urgency and excitement of live football into striking outdoor visuals, HBO Max stayed present in the daily routine of fans even before they reached the screen.
CREDITS
VP of Strategy: Vitor Amos
VP of Creative: Filipe Matiazi
Creative Director: Victor Keiti
Art Direction: Maria Nery
Copywriting: João Pires
Motion: Hogarth
