Nick and Elevation Slime NFL Playoffs

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On January 10th, more than 2 million viewers huddled around the television for NFL on NickPlay, a wacky, slime-filled simulcast of the Wild Card playoff contest between the Chicago Bears and New Orleans Saints. The kid-friendly tv event marked the first-ever broadcast of an NFL game on Nickelodeon, while reimagining sports broadcasting with “Nickified” augmented reality. Viewers were kept on their toes waiting for the next silly antic — from googly eyes bulging out of the helmets to slime cannons erupting on touchdowns to SpongeBob poking his head between the goal posts, and much more. 

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Creative company Elevation worked closely with Nickelodeon to develop the branding for the “NFL on NickPlay.” Their comprehensive branding and design toolkit included a logo, type treatments, iconography, graphics, and a color palette — all unified to live across Nickelodeon’s digital, social, and broadcast channels. In setting the tone for “NFL on NickPlay,” Nickelodeon’s classic orange and slime-green colors served as a jumping-off point. From there, Elevation took to bubbly iconography and kid-friendly, football-themed visuals, as well as the network’s catalogue of iconic characters.

 

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“Bridging the gap between the NFL and Nickelodeon audiences, the visual language for this package emphasizes the fun of the game while still maintaining the marquee feel of a big sporting event,” says Elevation Art Director Dianne Frisbee. The “NFL on NickPlay” logo zeroes in on a slab serif font with thick, block-like letters, while game-inspired textures — turf, footballs, and jerseys — ramped up the playfulness. Incorporating a mix of 2D and 3D animation in the package reinforced that balance.

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