South Africa 2021

Sky Creative Agency invited pitched concepts for the Lions Series : South Africa 2021. Historically, Sky Sports have always gone big for this tour of the Southern Hemisphere, which is the highlight in their Rugby calendar every four years. Of the three creative routes I proposed with gotgotneed, this epic concept offered the greatest ambition and technical challenge, so it was a fantastic opportunity to write Creative, Direct and Creatively Direct this, from concept through to completion.

The incredible team at Coffee & TV poured their resources and creative energies into producing the final film.

Sound by Arge at ENVY, music composition by Neil Myers.


pitch board





Director and Creative | Adam Wells

Sky Creative Agency

ECD | Ceri Sampson / Senior Producer | Nick Mason / Head of Production | Sophie Brooks / Exec Producer | Sofie Leale / Design Director | Danny Yeomans / Shoot Producer | Ryan Woodland / Creative Director | Justin Bates

Coffee & TV

Creative Director | Steve Waugh / Producer | Gus Quirk / CG Supervisor | Richard Coley / Lead 2D | Luke Todd / Lead Animation | Jonny Grew / 2D | Artur Margiv, Nick D'Aguiar, Ozgur Taparli, Pedram Razi / CG Lead | Aaron Smith / CG | Adam Lindsey, Amy Heyes, Ben Cantor, Ivan Xavier, James White, John-Paul Harney, Jon Foksett, Josh George, Rimelle Khayat / Grade | Katie Dymmock