One Magic Place was originally a weekly series covering the latest in Orlando Magic basketball, from game highlights to community events. The show was a hit with 40-to-50-year-olds, but RDV Sports wanted to capture a younger audience. They approached 2820 to re-position One Magic Place as a hip, dynamic experience with more street credibility. The first step was a new name: FastBreak. The next step was an all-new graphic look to connect with young, fashion-conscious viewers. We streamlined the typography, and developed animations that were fast, decisive and unpredictable–like a Magic player out on the court. This is an example of a brand as a relationship, product as experience.

Client: RDV Sports

Producers: Convergence Film Television & Interactive