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The Brief?

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

The goal was to create a high quality video and animation series that would educate and entertain viewers and give them a peek inside the world of professional darts. Each video needed to mix interesting interviews, real gameplay, and eye-catching animations. This created an experience that was 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, are the the biggest name in professional dartboards and equipment, and PDC are teh the premier global darts organization, arranging some of the biggest darts competitions on the planet . The brief was 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.

 

Simon Hall
Marketing Director

“The Magenta Team brought detail and process to our ideas that helped us unlock the creative side for our video series. They kept the whole project on time and budget which was very refreshing and are a great team to work with; very flexible in their approach to any project, from product shoots to people stories”.

The creative challenge

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

  • Creating an engaging video format: Since darts is a mostly stationary sport, the video needed high energy. We achieved this through dynamic editing, multiple camera angles, and engaging frame-by-frame 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.

 

 

Winmau Video Production and Animation Series on mobile

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 lively and natural interview style. We combined fixed cameras with handheld shots for variety and movement. This setup let us easily switch between close-ups, wide shots, and reaction moments. This made the final product visually rich.
  • Location! Location! Location! We filmed in a studio near Cardiff. We used a plain white background. This choice let us add custom animated graphics behind the players later.
  • Energy & Pace We used quick cuts and dynamic transitions to maintain high energy. This approach mirrored the intensity of a live darts match, keeping viewers engaged from starting to finish.
  • Layered Visuals with Graphics and Text Overlays: We added custom graphics and stats to each video. This highlights key details like 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 strong and lively soundtrack was chosen to match the quick pace of the edit. Each cut and transition matched the beat of the music. This made the video and animation series more impactful and immersive.

 

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: Social media video content 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): Social media video content 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 social media video production 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.