PANASONIC NAB 2025
Redefining THE Sports Broadcast Experience
Observatory partnered with Panasonic Professional to design and produce a comprehensive suite of LED wall content, virtual studio environments and motion graphics for their flagship presence at the NAB Show — positioning Panasonic at the forefront of live sports broadcasting and production technology.
THE BREIF
Showcase Panasonic as an on-trend professional broadcast and live production solutions provider
With sports broadcasting and live streaming rapidly expanding, Panasonic needed high-impact visual content that would demonstrate the power of their professional video and audio systems. The content had to serve dual purposes: performing as standalone spectacle on large-format LED walls, and functioning as a credible broadcast backdrop when viewed through Panasonic's own camera systems.
The challenge was to create an immersive, multi-sport visual environment that felt authentic to broadcast — not a trade show gimmick — while showcasing Panasonic's KAIROS live production platform and PTZ camera technology in real-world conditions.
DELIVERABLES
A complete content ecosystem for the booth
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LED Wall Content
Virtual Studio Evironments
High-impact sports animations, branded holding loops, interstitial transitions and live-footage integrations spanning American football, motor-sport, ice hockey, baseball, and basketball, all designed for max visual punch on large-format LED.
Fully realised 3D broadcast studio sets themed to baseball, ice hockey, tennis and football — complete with animated screen content, AR-ready graphics zones, league tables, player stat cards and branded Panasonic integrations.
CREATIVE APPROACH
Bold typography. High contrast. Broadcast-authentic.
We developed a visual language that sat at the intersection of sports broadcast graphics and high-end motion design. Each sport received its own distinct colour palette and typographic treatment while maintaining a cohesive system across the entire booth experience.
Typography as Architecture
3D Object Integration
Oversized, bold type treatments became structural elements within each composition — words like PITCHER, HAND-OFF, FACE-OFF and COMPOUND weren't just labels but visual anchors that gave each sport its graphic identity. Text was layered, repeated, and scaled to fill the LED canvas.
Photorealistic 3D renders of sports equipment — helmets, shoulder pads, skates, bats, racing wheels — were composited with typographic layers to create depth. Objects broke through text, cast shadows, and interacted with the graphic plane.
Data as Design
Colour by Sport
Play diagrams, circuit maps, lap times and league tables were woven into the visual fabric — not as dry information overlays but as textural, animated design elements that reinforced the broadcast authenticity of every frame.
American football lived in reds and yellows. Motorsport commanded deep navy, red and white. Ice hockey pushed into cyan and hot pink. Baseball owned royal blue and teal. Each palette was calibrated for LED performance — high contrast, high saturation, zero subtlety.
VIRTUAL STUDIOS
Four broadcast-ready environments, built from scratch
Each virtual studio was designed as a complete broadcast environment — not a flat backdrop, but a navigable 3D space with multiple camera angles, animated screen content, and branded integration points. The studios were built to demonstrate Panasonic's in-system keying capabilities, with seated presenter positions, room for AR graphic overlays, and dynamic screen content that could be switched live through KAIROS.
Sports covered included baseball (with a warm, wood-panelled studio aesthetic and city skyline views), ice hockey and tennis (featuring league tables and match data), and football (with a premium, multi-screen news-desk format referencing real-world broadcast design).
TECHNICAL
Built for broadcast performance
Frame Rate
LED Optimisation
All content delivered at 60fps for smooth playback on high-refresh LED panels and through Panasonic camera systems.
High-contrast colour palettes and bold visual hierarchy ensured legibility from distance across large-format LED walls on a busy trade show floor.
Alpha Channel Support
Camera-Ready
Presentation backdrop content built with alpha matte windows, enabling live product demos and camera feeds to punch through the animated content via KAIROS.
All content designed to perform both as direct-view LED spectacle and as credible on-camera backdrops when shot through Panasonic's PTZ and broadcast camera systems.