LED perimeter boards
The right format for emotional reach
LED perimeter boards in sports stadiums are an extreme format. They reach thousands of sports fans at the same time, live on site and far beyond through TV broadcasts. This is exactly where emotions run high and attention peaks, allowing AMAG to position itself as a sponsor. Advertising is not placed at random: AMAG appears specifically where it is actively involved as a sponsor and knows the audience.
jls created the new perimeter board content for three venues: Wankdorf Stadium in Bern for BSC Young Boys, Güttingersreuti in Thurgau for HC Thurgau and the Tissot Arena in Biel for EHC Biel. With distinct versions for football and ice hockey, a total of three executions were developed, each tailored to the energy of its club and arena.
Motion Design
Core idea: Charged
The core idea, “Charged”, connects sport and electric mobility on an emotional level: electrifying energy, a charged atmosphere and charged-up fans. The claim was personalised for each location: “Bern stays charged”, “Thurgau stays charged” and “Biel stays charged”. Each location also received its own colour world aligned with the identity of the respective club.
The idea convinced right from the first pitch and moved into production without detours. jls had full creative freedom. International LED perimeter board concepts provided inspiration, but the final result is distinctive and unmistakably original.
AI from concept to animation
The AMAG project was realised almost entirely with AI, from the first visualisations and moodboard animations to the final motion assets. Manual work was applied selectively to composition, resolution and logo integration.
Across four iterations, a large-scale and dynamic visual style emerged with bold typography that delivers maximum impact in this elongated extreme format. The result is a flexible motion design package that makes AMAG impossible to miss in Swiss sports stadiums.
«We wanted to bring electric mobility into the stadium with content that stands out. We achieved both.»
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FAQs
How does collaboration on an LED perimeter board project work?
jls supports the entire process from concept development and proof of concept to iterations and final approval. In the AMAG project, the first idea already convinced during the initial pitch and was refined to production readiness in four iterations.
How is content personalised for different locations?
Thanks to a modular structure, claims, colour worlds and text can be adapted individually for each location without restarting production from scratch. This makes it possible to create multiple versions efficiently from one shared design system.
How is AI used in the motion design process?
For AMAG, AI was used almost end to end, from the initial visualisation and moodboard animations to the final motion assets. Manual refinement focused specifically on composition, resolution and logo integration.
Which extreme formats does jls produce content for?
jls produces content for LED perimeter boards in sports stadiums, large-format shop window screens, multiscreen installations and other extreme formats, backed by many years of experience with the technical and creative requirements of each format.