The Brief?

Bring the Intensity and Excitement of Professional Darts to the Screen.

The goal was to produce a video and animation series that not only educated but also entertained, giving viewers an inside look at the world of professional darts. We needed to capture the personalities of Luke and Mark, their knowledge, and the nuances of the game while maintaining an energetic and engaging pace. Each video had to blend insightful interviews, real-world gameplay, and visually compelling animations to create an experience that felt both informative and exciting.

The Clients.

This video and animation project was commissioned by Winmau and PDC (Professional Darts Corporation), two of the biggest names in the darts world. Winmau, a leading manufacturer of professional dartboards and equipment, and PDC, the premier global darts organization, sought to create an engaging and educational video series that would appeal to a diverse audience, including casual darts fans, aspiring players, and seasoned professionals. By featuring two of the most respected names in darts, Luke Humphries and Mark Webster, the video and animation series aimed to provide an authentic and in-depth look at life as a top-tier darts player. From discussing the mental and physical aspects of the game to breaking down key techniques, this series was built to engage and educate audiences across multiple platforms.

With Winmau being based in Bridgend and our HQ being in the heart of Cardiff Bay, it was easy for us to get together and run creative workshops. We invited some of the PDC team down from London for our research and discovery phase to kick the project off.

The creative challenge

We had several key challenges to address while making this video and animation series:

• Creating a visually engaging format: With darts being a relatively stationary sport, the video needed to maintain high energy through dynamic editing, multiple camera angles, and animation.
• Balancing pace and clarity: While the series had to be fast-paced and exciting, it was equally important to slow down at key moments, ensuring that viewers could fully absorb the insights and technical details being shared.
• Seamlessly integrating animation: The use of custom graphics and animated elements had to enhance the storytelling without overwhelming the natural flow of the conversation.
• Consistency across multiple episodes: With eight videos in total, maintaining a cohesive look and feel across all episodes was crucial while keeping each installment unique and engaging.

Creative development and planning

Our approach was to craft a sleek, modern, and highly engaging video and animation series with the following techniques:

• Multi-Camera Setup: We used a dynamic interview style with a mix of fixed cameras and handheld shots to create a sense of movement and variety. This setup allowed us to seamlessly switch between close-ups, wide shots, and reaction moments, ensuring a visually rich final product.
• Studio-shot: Filming in a controlled studio environment near Cardiff, we shot on a plain white background to give us the flexibility to incorporate custom animated graphics behind the players in post-production.
• Fast-Paced Editing & Transitions: We opted for a high-energy edit style with rapid cuts, dynamic transitions, and perfectly timed beats to maintain momentum. This approach mirrored the intensity of a live darts match, keeping viewers engaged from start to finish.
• Layered Visuals with Graphics & Text Overlays: Custom graphics and statistics were integrated throughout each video to highlight essential details such as player techniques, equipment insights, and performance metrics. These overlays appeared briefly and dynamically, ensuring they provided value without interrupting the flow.
• Driving Soundtrack & Sound Design: A rhythmic and intense soundtrack was selected to complement the fast-paced nature of the edit. Each cut and transition was synchronized to the beat of the music, enhancing the overall impact and immersion of the video and animation series.

Production

With meticulous pre-production planning, our team worked closely with Luke and Mark to outline key talking points and segments for each of the eight videos:

1. Intro to Pro Darts? – An introductory video, explaining the basics of the 501 game of pro darts.
2. The Fan Experience – Highlighting the electric atmosphere of live tournaments and fan interactions.
3. Player Personas – Examining different playing styles and the personalities behind them.
4. The Basics of Throwing – A breakdown of proper throwing techniques, stance, and grip.
5. Pathway to Pro – A guide on what it takes to transition from amateur to professional.
6. Equipment – A deep dive into darts, flights, and other gear that players rely on.
7. Practice Routines – How pros train to sharpen their skills and maintain peak performance.
8. Mentality – Understanding the psychological aspects of high-level competition.

Each episode followed a structured yet organic format, with players naturally interacting, demonstrating techniques, and sharing personal anecdotes. The blend of interview content, action shots, and archival footage provided a well-rounded narrative in each installment.

Post-Production & Animation

Once filming was complete, our editors and animation team brought everything to life. We combined our studio-shot footage with historical clips and soundbites, crafting a multi-layered edit that felt both nostalgic and contemporary. Custom animations were carefully designed to complement the on-screen discussions, providing context and enhancing the viewer’s understanding of key concepts.

Seamless transitions kept the energy high, while strategic slow-downs ensured important insights weren’t lost in the fast-paced delivery. The final product was a visually striking and immersive video series that truly captured the essence of professional darts.

Social Media Cutdowns

To maximise reach and engagement, we created tailored versions of each video optimised for social media. These included:

• Portrait Edits for Instagram: Designed specifically for Instagram Stories and Reels, these shorter edits retained the high-energy of the full videos while keeping them concise and mobile-friendly.
• Square Edits for X (formerly Twitter): Optimised for X’s feed, these versions were formatted to grab attention instantly, with quick cuts, bold text overlays, and eye-catching animations.

Each platform-specific edit ensured that the series remained accessible and engaging across different digital spaces, helping to expand the reach of the content to a broader audience.

Deliverables & Impact

We successfully delivered eight high-quality videos, each tailored to educate and excite audiences about professional darts. The videos were designed for maximum engagement across digital platforms, with optimized formats for social media sharing and online viewing.

By blending expert storytelling, dynamic animation, and high-energy editing, this series provided an unprecedented look into the world of pro darts. Whether viewers were seasoned fans or complete newcomers, they walked away with a deeper appreciation for the skill, dedication, and passion that goes into the sport.