With 16 fixed cameras tracking every stadium, Microsoft Azure processing 3.5 million data points per match, and over 50 AI-powered metrics delivered to fans through the Beyond Stats platform, the data is extraordinary. The challenge was making it feel that way.

Microsoft’s sports partnerships team needed a brand film that could do two things simultaneously: communicate the staggering scale of the technology, and make an everyday fan lean forward on their couch and think — I had no idea that was happening.

We built the film around one fan — watching, wondering, processing — as the numbers behind what he’s seeing materialize on screen in real time.

Shot on location in Portland with director Slater Dixon, the live action sequences ground the story in something universal and intimate: a guy on a sofa, completely absorbed in the game. That emotional anchor gives the data visualizations weight. Without it, you have an infographic. With it, you have a story.

The creative structure mirrors the platform’s own logic — the game generates the action, Microsoft AI generates the understanding. “When the game brings the action, Microsoft AI brings the data.”

Live action, Portland. Director Slater Dixon led a focused Portland-based shoot capturing our fan in natural, unposed moments — the lean-in, the disbelief, the fist pump. Grounded, warm, cinematic. The performance had to feel real enough to anchor the scale of what the data sequences would reveal around it.

Motion graphics over real match footage. The data visualization sequences use actual LaLiga match footage — Atlético de Madrid vs. Real Madrid, packed stadiums, real moments — with Hinge’s motion graphics team layering the Beyond Stats metrics directly onto the live action. Each metric appears as a precise, engineered overlay — bracketted, tracked, typographically bold — designed to feel like the platform itself coming alive on screen.

Sound design + music. Working with Portland’s own Marmoset Music, we sourced and licensed a track that could hold tension through the data sequences and release it into the fan’s celebration — the emotional arc of the film lived as much in the sound design as the visuals.

Color. The film moves between two distinct worlds — the warm, intimate living room and the cold, precise data overlays on stadium footage — and color held those two registers apart while keeping them unified. Our colorist threaded that needle across both language versions.

Two languages, one vision. Delivered in English and Spanish across 16×9 broadcast and social formats, with a submaster cut for future versioning as the Beyond Stats platform expands. When the initial agency partner closed, Hinge stepped in to take the project through to final delivery directly with Microsoft and LaLiga’s teams — navigating the transition without losing a frame of the original creative vision.