Componente Studio Digital Design and New Media Studio

PUMAS 3D BILLBOARDS

Date: Agust 2023 / Agust 2024

The Idea

Our collaboration with Runente, an interactive studio based in Mexico City, revolved around creating an immersive visual spectacle for Pumas UNAM, elevating the game-day experience at the iconic Estadio Olímpico Universitario. The stadium, nestled within a UNESCO World Heritage site and famed for its blend of modernism and natural surroundings, provided an inspiring canvas for this ambitious project. Pumas' vision was clear: to intertwine the team’s rich heritage with cutting-edge visual technology, creating an experience that fans would remember long after the final whistle.

The project aimed to connect deeply with the UNAM spirit, infusing the team’s long-standing traditions with modern visual storytelling. The creative concept was divided into three key videos: a welcome video, a Goya chant video, and a goal celebration video, each offering a distinct emotional beat. The challenge was to create an experience that not only enhanced the atmosphere of the games but also resonated with the fans on a personal and cultural level.

The Process

Time was our biggest challenge. Initially envisioned as a 4-week project, the timeline was dramatically shortened to just 2 weeks. This required meticulous planning, rapid execution, and close collaboration between our team of artists, designers, and animators.

We started by storyboarding each of the three videos:

The Welcome Video – This animation depicted a powerful puma emerging from its volcanic stone den—an homage to the stadium's natural, rugged surroundings. The puma, a symbol of the team’s strength, roared defiantly before retreating, seamlessly integrating elements of UNAM’s cultural heritage in the visual details.
The Goya Chant Video – Designed to synchronize perfectly with the famous Goya chant, this video closely mirrored the choreography performed by the club's mascot, engaging fans in a beloved tradition. The energy of the crowd was amplified by the digital visuals, pulling fans even deeper into the experience.
The Goal Celebration Video – To capture the explosive excitement of a Pumas goal, we created a dynamic sequence symbolized by a volcanic eruption. This animation aimed to mirror the stadium's intense energy when the team scored, enveloping the crowd in the fiery excitement of the moment.

Our 3D effects were designed with dynamic perspective shifts, ensuring they looked compelling from all angles. However, for a select group of seats, the experience was optimized to feel almost as if the visuals were leaping off the screen, creating a truly unique and immersive experience.

To ensure precision, our team conducted on-site visits to the stadium, taking detailed measurements and identifying the optimal viewing angles where the 3D animations would have the most dramatic effect. Every decision, from color grading to motion design, was carefully calibrated to fit within the stadium's physical space and its capacity to immerse fans.

The Finished Product

Despite the tight timeline, the project exceeded expectations, transforming the Estadio Olímpico Universitario into a dynamic, multi-sensory arena.

The goal celebration video became a fan favorite, with the volcanic eruption effect mimicking the explosive excitement that erupts across the stadium when a goal is scored. These visuals became a centerpiece of the matchday experience, offering both aesthetic brilliance and emotional depth.

For those fortunate enough to sit in key areas of the stadium, the experience felt almost tangible, as if the animations were reaching out beyond the screen—creating a level of fan engagement rarely seen in stadium environments. This project not only elevated Pumas UNAM’s home games but also showcased how the fusion of tradition and innovation can create something truly spectacular.

Digital Design and New Media