The Welsh Rugby Union recently made a significant investment in the millennium stadium’s infrastructure.

A brand new digital media system was been implemented in and around the pitch. This included 2 new HD big screens, over 400 HD LCD concourse TV’s and a state-of-the-art software system. The new in-stadia entertainment system is better than any in the UK and rivals those across Europe – just like the brand of rugby and performance.

This investment was based on developing an improved brand activation platform with its supporters, clubs and community.

Golley Slater was appointed by the WRU to create a world class brand experience, to be shown across every single media touch point around the stadium. The work needed to reinforce the brand values that the WRU has been built upon.

Strengthening the brand experience would also deliver the opportunities to attract world class sponsors (household names with international status), which would in-turn deliver increased income streams and ROI. In a World Cup year this brand activation needed to be implemented across all media and all communication.

Golley Slater went on to develop a series of rousing, passionate, adrenaline fuelled films that could be used in the Millennium Stadium before, during and after international rugby matches.

After months of intensive animation and CGI design from some of the best people in the business, ‘Shards’ was born.
 

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