NZ design agency wins The Making of the Rugby World Cup 2023 opening titles pitch

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AUCKLAND, Friday: AE Live’s Auckland-based creative design agency Ignite, has delivered the global design package for the Rugby World Cup in France.

The package was won by AE Live/Ignite in Auckland after a six-month pitch process that saw the agency competing against leading global design agencies. 

The package includes: title sequence, animated transitions and over 180 match motion graphic designs and templates (scroll down for the links).

The title sequence and package is currently on high rotation globally and can be seen playing out on Sky NZ.

Ignite senior creative director Ignite Reuben Thorpe said: “Ignite wrote, designed and implemented the title sequence, collaborating with Brazilian animation house Factory, chosen for its strength in quirky character design, environment illustration and contemporary style.

“The 35-second titles sequence featured over 20 characters in a fast-paced celebration of the sport, designed to appeal to a new and younger rugby audience.

“The red brand mnemonic, known as the ‘mobius line’, features throughout all of the tournament’s marketing collateral, and Ignite placed it front and centre in the title sequence.

“We were thrilled to work with World Rugby for a second time on this prestigious tournament.

“We were excited when World Rugby encouraged us to present rugby in a more playful, innovative and celebratory way.”


“Central to our design principle was the idea that, since the fans were going to watch anyway, we wanted the titles to appeal to a broader, younger and more global audience.

“We were excited when World Rugby encouraged us to present rugby in a more playful, innovative and celebratory way.”

World Rugby producer Steve Jamieson said: “We are delighted with Ignite’s unique design package for the Rugby World Cup France 2023 world feed.

“We predict this world cup will be the biggest and best yet, and we look forward to engaging with new and current fans around the world.”

Music via NZ
“Music was composed by Auckland company Ned Music, giving the titles a French EDM style, structured around a sampled accordion sound.

About AE Live & Ignite
AE Live specialises in capturing, processing and visualising live sports data using innovative, attractive, and informative on-screen graphics and augmented reality, across a broad range of platforms in multiple languages.

AE Live has offices in London, New York, Auckland, Sydney, Kuala Lumpur, New Delhi, Johannesburg and Singapore.

Ignite was purchased by AE Live, a world-leading global provider of data and broadcast solutions, in 2020. Along with the Rugby World Cup, AE Live’s portfolio includes BBC, ITV, Sky Sports, WTA Tennis and Fox Sports.

Links to Ignite’s RWC France 2023 work:


Creative Director: Reuben Thorpe
Creative Producer: Kelly Bendall
Creative Executive: Jens Hertzum
Senior Motion Designer: Matt Neary
Senior Creative Designer: Fay Pan

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