Turns out there’s a whole 3-day conference focused on the design side of soccer. It’s called Cultura FC and it just wrapped in San Diego, where it opened with this hypnotic blast of typography from the motion crew at Laundry in LA.

PJ Richardson, ECD/co-founder at Laundry: “The Challenge with this sequence was how to represent a diverse range of creatives with their own styles without competing and creating more noise, while also being on brand for the conference and getting everyone excited. To us, that meant leaning into the speaker names typographically.
 

“The Challenge with this sequence was how to represent a diverse range of creatives with their own styles without competing and creating more noise.”

 
“We’ve been super excited about kinetic and expressive type recently. So, we built a high-energy, finals-style intro to hype the crowd — no extra graphics, just the names of the creative superstars.

“Ultimately, we knew we’d be designimating. Our layouts were basic by design, so we could find even cooler moments in motion. What started off simple, we found needed a bit of chaos and energy. This came in the form of color and vibrant glitch animation loops we overlaid once we got the sequence in a nice spot to amplify the excitement.”
 
 

 
Client: Cultura FC

Production: Laundry
Managing Director: James Sweigert
Head of production: Pip Malone
EP: Meagann Pallares
Designer/animation: PJ Richardson