LEVEL UP

Key visual and promotional campaign artwork developed for the “Level Up” documentary series, capturing the intensity, ambition, and youth culture surrounding the NBA Rising Stars Invitational in Singapore.

Industry

Sports & Entertainment

Year

2025

Scope

Campaign Artwork, Typography System, Promotional Assets

Role

Key Visual Designer

“Level Up” follows high school athletes from six Asia-Pacific countries as they prepare for the NBA Rising Stars Invitational in Singapore.

The visual direction aimed to capture ambition, pressure, youth culture, and emotional intensity through cinematic storytelling and layered sports imagery.

BEYOND THE GAME.

CAPTURING INTENSITY THROUGH VISUAL STORYTELLING.

The creative direction combined cinematic sports photography, bold condensed typography, and layered compositions to create a visual identity that felt immersive, emotional, and energetic.

Inspired by documentary storytelling and modern sports culture, the visual system used high contrast imagery, dark atmospheric tones, and expressive motion-inspired layouts to reflect ambition, resilience, and competition.

The overall design language was developed to remain flexible across key visuals, digital promotions, social media content, and episodic rollout assets.

Typography

Emotion

Composition

KEY VISUAL SYSTEM

Reel

Youtube Thumbnail

Main Visual

PROMOTIONAL APPLICATIONS

Social Media

Youtube platform

Website

VISUAL IDENTITY AS NARRATIVE.

This project explored how visual identity can support sports storytelling beyond event promotion alone. Through cinematic imagery, layered typography, and emotionally driven compositions, the campaign visuals helped establish a recognisable and immersive identity for the “Level Up” documentary series.

The project reinforced the importance of using design not only as a promotional tool, but also as a medium for audience connection, emotion, and narrative-driven communication.