SEC
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In the heart of the South, tradition runs deep and competition never sleeps. For this project, we tapped into that energy.
We channelled that spirit into visual form. Each school “galaxy” was created to stand out with its own presence. In this project, culture becomes architecture, competition becomes motion, and each visual moment aims to feel like a stadium coming to life — an environment you could walk around in. A set piece that invites awe. Icons built to tower above the ordinary and rally the fans, alumni, and students who call them home.
The SEC is more than sport. It’s heritage. It’s a spectacle. It’s the roar of Saturday crowds and the pride that stretches across states.
None of this happens in a vacuum. Unless you count the space metaphor ;) TRG and the SEC gave us the strategy, the trust and the fans lined up at the gates. We just helped turn that energy into something you can orbit around. The best kind of partnership is when everyone pushes for the same goosebumps.
Visuals were created to represent the conference with confidence and clarity. Crafted to feel iconic in the moment and timeless in the years ahead. Always recognizable. Always ready for the spotlight across every sport and every season.
To build this visual language, we drew inspiration from monumental sculptures and installation art. Ceci n’est pas une mascotte.
The reflective surfaces and bold confidence found in Koons. The transformation of iconic spaces is seen in Christo and Jeanne-Claude. The elevated craft of parade culture, where engineering meets celebration. Pride is built into form and scale.
The result is work that honours past and present traditions. Iconic monuments as well as easter eggs for students, staff, fans and alumni.
We also looked at float design as a formula for scale and impact. It is a world where celebration meets fabrication at the slightly larger than life scale. As the work progressed we merged that energy with the power of museum scale installations.
The iconography grows into something monumental. The visuals feel like a full-body experience. This is pride made physical. We captured school spirit as structure. We elevated symbols into sculptural landmarks. We created a motion language that feels rooted and roaring at the same time.
Behind the Scenes
Process is the soul of our craft. From rough layouts to precise 3D models, we treated each school as a hero moment. We pushed materials, textures, lighting and the camera until every moment felt grounded and alive. This is how design becomes a feeling.
Where campus culture becomes sculptural design.
From campus references to installation scale tests, these process moments show how our ideas manifested. Our team created over 200 unique assets representing all 16 schools. Every element was backed with intensive research to ensure each model was accurate. We studied mascots, landmarks, typography, traditions and the visual language that each school holds close. Pride lives in the details, so we ensured we got those details right. What began as inspiration and observation grew into sculptural designs built for impact on any screen.
Because there isn’t one thing that makes the SEC special, there are a million different things.
Director: IAMSTATICCreative Director: Ron Gervais, Dave GreeneProduction Company: Bodega StudioExecutive Producer: Clint Goldman3D Animation: Dave Greene, Marcin Porebski, Steven Hollman, Ron Gervais, Chris Crozier, Ollie ZhaiLighting & Rendering: Dave Greene, Steven HollmanLayout: Steven Hollman, Dave Greene, Chris CrozierModeling: Marcin Porebski, Chris Crozier, Ollie Zhai, Steven Hollman, Dave GreeneCompositors: Steven Hollman, Dave GreeneProducer: Nicole LabbeAgency: TRGClient: SEC
