WTA 50th Anniversary Animation

Client: DAZN, in partnership with Amazon Prime Video

Studio: The Animation Guys

Creative Director: Theo Hicks Creative Lead: Olivia Golding

Styleframes: Olivia Golding & Myself

Storyboard: Myself

Animation: Myself

Producer: Elliot Brookes

Executive Producer: Jay Middleton

The Mission

Our task was to develop engaging visuals for a collection of documentary shorts on Amazon Prime. These animations were designed to highlight the greatest female tennis stars, showcasing their contributions and influence in advancing the sport.

Outcomes

Over 1 million views

5 seasons each with 10 episodes

Broadcast internationally as part of the WTA Championships

Role: Ideation and animation. Executed after the style was developed by Olivia Golding

Style development - Intro Reel

It was important to create a style that reflected the years - using a circular shape that we moved through felt like we were moving through timelines - and colour and texture really helped to evoke this. These are two very similar ideas but with two different feels - one is more organic, and the other is more vintage.

Why It Mattered

This was more than a highlights reel. It was about honouring the WTA’s legacy and creating something that felt exciting, empowering, and cinematic. The animation needed to appeal to long-time fans and new viewers alike, celebrating athletes who’ve shaped the sport.

Creative Approach

We meticulously crafted 50 unique illustrations, each reflecting the distinct personality and playing style of the featured players. We selected a 2D art deco style, using stylised colours to add depth and intrigue. This approach enabled us to highlight the evolution of women's tennis while maintaining a cohesive look across the series.

Players in Motion

Here are two examples of 50 animations of each player.

What Stood Out

• A bold visual style that felt celebratory and fast-moving

• Handled multiple scene transitions smoothly to build momentum

• Balanced energy with elegance to match the WTA brand

Audience Reach

The animation was featured on Amazon Prime Video as part of WTA’s 50th anniversary celebrations. It was created for a large international audience, including tennis fans, players, and viewers new to the sport.

For the 50 animations, they all required 50 illustrations, as well as 5 thumbnail images for the seasons on Amazon Prime. See these below.

Movement was a key element in our animations. Through carefully designed textures and backgrounds, we captured the grace, power, and skill of each tennis star. The animated scenes portrayed the agility, precision, and competitive spirit that define women's tennis, bringing each player's story to life.

Outro animation, made by myself