Broadcast Design — WELT (Screenforce Days 2023)

Screenforce Days is the annual showcase of the German TV marketing industry, where broadcasters present their upcoming programs and advertising opportunities to media agencies and advertisers. For WELT's 2023 appearance, I created the broadcast animation and screen design under the art direction of Kays Khalil.

The brief called for a design defined by rhythm and clarity: editorial structure meets cinematic 3D animation. The screen package had to carry dense information, from program highlights to figures and schedules, while still feeling like a piece of television rather than a slide deck.

The approach: light, screens and music

The visual world starts in darkness. A single tile on a dark floor opens, light breaks through, and glowing cubes and light columns rise from the ground. Step by step these forms fill with program imagery and become screens, until they finally assemble into the WELT logo.

Dynamic pacing and measured transitions were timed closely to the music. Controlled lighting kept every scene legible at speed, and abstract 3D elements bridged the information-driven screens so the whole presentation reads as one continuous flow.

My role: 3D animation and motion design

I was responsible for 3D animation and motion design across the entire package, from the first styleframes to the final sequences. Styleframes and viewport previews from the process are shown on this page alongside the finished animation.

The result

A broadcast identity that gives WELT's editorial voice a cinematic form on stage and on screen. It worked well enough that WELT brought me back the following year to develop it further.

Related work

See how the package evolved in the WELT Screenforce Days 2024 project. For more abstract 3D animation built around light and rhythm, take a look at my WebGL and 3D work for Refokus.

Broadcast and event design is one of my regular fields as a freelance motion designer in Berlin, from TV packages to stage and trade show screens.