Project: Eye On The Ball

Client: Meta | Instagram / Bien

Music & Sound Design: Box Of Toys Audio      

Head Of Creative Growth: Sean Pryor

Creative Program Manager: Amara Cusella

ABOUT /

The 2023 Men's Cricket World Cup, with cricket reigning as the primary sport in India, generated immense anticipation. Instagram India thought to celebrate this event through creating a captivating animation that captures the profound influence of cricket in the daily fervor of Indian life. This animation aimed to depict the energy and passion that cricket instills in the hearts of the people. From lively streets adorned with local children's championships to the cozy moments of family bonding while watching the World Cup stream, the animation aimed to encapsulate the diverse and widespread impact of cricket across various facets of Indian society.

APPROACH /

The soundtrack explores the convergence of modern and traditional elements by blending a lo-fi hip-hop inspired beat with sampled melodies of traditional Indian instruments. The sound design aims to strike a balance between realistic scenes, immersing the audience in the bustling atmosphere of an Indian city, and more anime-inspired sounds that accentuate the protagonist's journey of skill improvement in his beloved sport—a homage to anime training sequences.