London Lions – Beginner’s Guide to Basketball

Project Overview

The London Lions, a professional basketball team based in East London, approached Cub Studio with a clear goal: create an animated explainer that would energise new fans and elevate the team's growing brand identity. As a senior motion graphics designer on the project, I was tasked with bringing this brief to life through a dynamic piece of motion graphic design titled “Beginner’s Guide to Basketball.”

Working closely with the creative team, I helped craft an animation that was bold, fast-paced, and visually on-brand, designed to capture attention across digital platforms and live events alike. The piece breaks down the fundamentals of basketball in an accessible, entertaining way, using kinetic typography, snappy transitions, and characterful illustrations to mirror the energy of the sport itself.

From storyboard to final render, I focused on maintaining a strong sense of clarity and rhythm, ensuring each scene was easy to follow without losing momentum. As a freelance motion designer working within a studio environment, I brought both flexibility and creative ownership to the project, adapting quickly to evolving feedback while ensuring the Lions’ signature visual style remained front and centre.

The final animation serves multiple purposes: it educates newcomers, strengthens brand recognition, and sets the tone for what fans can expect from the London Lions, both on and off the court. Whether playing at the Copper Box Arena or broadcasting content online, the team now has a versatile piece of motion design that speaks directly to their audience.

This project is a great example of how freelance motion graphics designers can help bridge storytelling and strategy. By combining clear visual communication with bold design choices, we created something that’s as informative as it is memorable.

Character Animation & Rigging

The project required a nimble character animation system to support actions like running, jumping, passing, and dynamic interaction. I initially experimented with a bespoke rig, but performance issues led me to pivot. To streamline workflow and improve animation efficiency, I used Limber – a lightweight and flexible rigging solution – which offered fluid, professional-grade results without compromising quality.

This project is a great example of how a freelance motion designer can elevate sports content through engaging storytelling and technical problem-solving. If you’re looking for a freelance motion graphics designer to bring personality and clarity to your brand, I’d love to help.