DMAX I DEMONI DELLO SPORT

I T A L Y  ·  F L O P I C C O  S T U D I O  +  W A R N E R  B R O S.  D I S C O V E R Y  ·  2 0 2 5



DMAX I DEMONI DELLO SPORT
MOTION TOOLKIT



The client
DMAX Italia is a thematic network television, owned by Warner Bros. It is the first factual entertainment channel dedicated to the Italian male audience. They promise their audience to experience a number of extreme adventures from their sofa.

The challenge
DMAX Italia commissioned Flopicco Studio to develop a visual identity and motion toolkit for I Demoni Dello Sport, a documentary series hosted by Marco Cattaneo. The first installment of this show explores the meteoric rise and tragic fall of three legendary sports figures: Marco Pantani, the iconic Italian cyclist; Diego Maradona, football's most controversial genius; and Eddie Guerrero, a wrestling superstar. 

The Flopicco Studio Approach
Starting with DMAX's core visual language (textures, colors and bold compositions), Flopicco Studio created an identity that blends tabloid aesthetics with noir influences, highlighting the duality of fame and failure. To amplify the emotional weight of the series, a dramatic red was introduced into the black and white palette. We also embraced analog imperfection, erratic animation, grainy, scratched textures to create an unsettling atmosphere creating a visual tension that reflects the complex reality of these fallen icons.​​​​​​​​​​​​



El cliente
DMAX Italia es una red de televisión propiedad de Warner Bros. Es el primer canal de entretenimiento dedicado a la audiencia masculina italiana. Prometen a su audiencia vivir una serie de aventuras extremas desde su sofá.

El reto
DMAX Italia encargó a Flopicco Studio el desarrollo de una identidad visual y un kit de herramientas de movimiento para Demoni dello Sport, una serie documental presentada por Marco Cattaneo. La primera etapa de este programa explora el ascenso y caída de tres figuras legendarias del deporte: Marco Pantani, el icónico ciclista italiano; Diego Maradona, la figura más controvertida del fútbol; y Eddie Guerrero, una superestrella del boxeo y la lucha.

El enfoque de Flopicco Studio
Partiendo del lenguaje visual característico de DMAX (texturas, colores y composiciones), Flopicco Studio creó una identidad que combina la estética sensacionalista con influencias del cine negro, resaltando la dualidad entre la fama y el fracaso. Para amplificar el peso emocional de la serie, se introdujo un rojo dramático en la paleta en blanco y negro. También incorporamos imperfecciones analógicas, animaciones erráticas y texturas granuladas para crear una atmósfera inquietante que refleja la compleja realidad de estos iconos caídos.



CREDITS

CLIENT
Chiara Cerutti · DMAX 

CREATIVE DIRECTION, ART DIRECTION
AND GRAPHIC PRODUCTION
Flopicco Studio

Inhouse Team
Florencia Picco, Fernando Vallejos, Natalia Bellagio, Alejandro Guatelli, 
Emiliano Agnetti, Pablo Camino & Martín Polech.


🖤

#GoWithTheFlopicco​​​​​​​​​​​​​​​​​​​​​

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