In Argentina, it’s no secret that people are passionate about sports, particularly soccer.

So with the country gearing up for the 2018 World Cup this summer, TyC Sports turned to Buenos Aires creative studio Lumbre for a brand refresh that captured that spirit and enthusiasm.

As Lumbre puts it, TyC Sports fans and commentators are not polite, subtle or refined, Rather, they are bold, uninhibited and not afraid to cross lines, which inspired the studio’s creative direction.

“With this as our guiding concept, we created a versatile and easily adaptable system tailor-made for TyC’s wide-ranging sports content and extremely short production times,” according to a press release from Lumbre.

From the very beginning and throughout the process of concept design, animation and implementation of the refresh, Lumbre worked with TyC Sports’ internal design team, and across it’s promos, marketing and digital departments.

Together, they analyzed the existing branding from different design, marketing and production points of view, and determined how it aligned with current market conditions in order to develop a brief based on those conclusions.

The result is a bright color scheme of red, blue, yellow, chartreuse and navy, with large text, fast-moving graphics and a tone of unrestrained energy and excitement.


Client: TyC Sports

Creative Direction: Gonzalo Gomez Berard

Art Direction and animation: Javier Gori, Sandra Pelligro, Guido Briones, Leandro Fernandez


Creative Director: Sergio Saleh

Executive Producer: Pablo Encabo

Account Manager: Jeff Keisel

Producer: Fátima Requena

Art Director LUMBRE: Adriana Campos

Art Director: José Cambariere

Design: Adriana Campos

Lead Animation: José Cambariere

Reel Editor: Darío Becher, José Cambariere

Music for this reel: “Gasoline” - Audioslave


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