Creating A Sense Of Belonging (Ashton Gate Redevelopment)

Our MD, Chris Jackson has been at the helm of the recent animation project for a key part of the Bristol landscape. The £40 million Ashton Gate redevelopment project, in Bristol, proved that for buy-in from stakeholder groups a scene needs to be set. This is not just about creating beautiful animation, but making an emotional connection with a fanbase.

Rather than work on a CGI project that shows exactly what people were looking for, such as views of pristine looking stands and spotless interiors, to make a deeper connection with an audience, there has to be more of a focus on adding value. Not just on the environment that people will eventually immerse themselves within during matchdays and corporate events, but what they are watching on a screen in front of them before the stadium redevelopment project is complete.


The 3D animation project proved its own challenges and rewards. I hope that the final film is something that you like, but to get there, was a case of pushing ourselves to produce an environment that represents a focal part of the Bristol community.


One of the key sections of the film, was to create a nigh-time scene. To make this look as realistic as possible, the hoards of people entering the stadium had to have a sense of authenticity rather than repeating a motion of two people to represent a 27,000 stadium. The slightest misjudgement or inaccuracy would have been magnified. It certainly is true with the, ‘it’s the little things that mean a lot’ saying.


The modelling that took place included working with structures provided and also taking photos of the current environment. This provided a good base to work with and as the stadium and focal points grew, so did the notion that the whole project represents more than a football club. From conference and event space; a 450 people sports bar and restaurant; corporate lounges to event rooms, the whole feel was intended to represent a contemporary space, but also be appreciative of the people who visit and those who have been supporting the club for decades. Whether football or rugby, the whole project was to give a purpose to the city and a space for people to use and feel part of.


It is projects such as this that defines who we are and roles that we play as businesses. To have the final film playing a key role of a Gala Evening for the club represents something that has real meaning to people. This is not just a case of making sure that a customer is happy and we build a sound relationship, but a responsibility to everyone who has a connection with the club(s). When a fan base also takes the role of viewer and reviewer, it widens the audience and how much it means to people.


To everyone associated with the club, we hope that we have created a project that makes you proud and deliver a vision that you anticipate.


As the football club enters the Sky Bet Championship for the 2015/2016 season, we hope that working with the club maintains a vision and something that everyone can stand behind and say, ‘this is ours.’

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