Sky Bet - Cheltenham Festival
Client - Sky Bet
Produced - Cub Studio
Directed - Cub Studio
My Role - Animation, 3D Modelling
Audio - Morgan Samuel
Project Overview
The Cheltenham Festival stands as one of the UK’s most iconic sporting events, renowned for its rich heritage, dramatic finishes, and unmistakable atmosphere. With global audiences tuning in every year, the Festival needed a bold promotional animation to match its scale and spark excitement across digital channels.
As a freelance motion designer collaborating with Cub Studio, I was part of the team commissioned to deliver a cinematic motion graphic that captured the intensity and spirit of race day. The brief called for more than just a logo sting or a series of clips; it needed to tell a story, evoke emotion, and elevate the brand in a way that felt both timeless and dynamic.
To bring that vision to life, we crafted a sequence driven by expressive typography, stylised textures, and rich visual layering. The art direction drew inspiration from vintage race cards and betting slips, blending traditional references with a contemporary edge. This approach helped connect with die-hard fans while remaining accessible to a broader audience discovering the Festival for the first time.
Technically, the animation was developed in Adobe After Effects, with supporting 3D elements created in Cinema 4D. Timing was critical. Every movement was paced to echo the building tension of a real race, slow anticipation followed by a heart-racing finale. Sound design played a crucial role too, with atmospheric audio woven to recreate the visceral roar of the crowd and the thunder of hooves.
This project highlights the value a freelance motion graphics designer can bring to high-profile campaigns. It’s a strong example of motion graphic design not just supporting a brand, but amplifying its voice through rhythm, style, and emotion.
Whether you're a sports organisation or a creative agency, I bring bold ideas, clear communication, and a collaborative mindset to every project. If you’re looking for a motion graphics designer freelancer to push your campaign further, let’s talk.
Early run cycle tests
This project was good fun to work on- though, forgive the pun, it had its hurdles.
Here are some of my early tests. I started with an animated horse, then attached a rider using constraints to ensure realistic movement. To achieve a stylized look, I applied a reduced polygon tag, creating a unique, simplified animation style.
