MACHAS

The Art of Basketball: Simone Brillarelli x KFC x FIBA 3x3 World Cup

Combining painting, drawing and animation with a strong sense of motion, Simone Brillarelli’s work naturally translates the rhythm of sport: layering brushwork, cut-out shapes and hand-drawn details to create visuals that feel alive, physical and instinctive. It was precisely this expressive approach that led Polish agency CLMedia to involve him in KFC Poland’s Gramy do jednego kubełka collaboration.

Developed around KFC Poland’s presence at the FIBA 3x3 World Cup in Warsaw and its partnership with the Polish Basketball League, the project brought together basketball, street culture, food and live-event experience in a setting designed for movement, energy and play.

At the heart of the KFC Zone was a two-storey container structure, hand-customised by Simone on site in Warsaw. The zone was completed by a chill-out area fully decked out with Simone’s artwork, while his visual world also extended into the project’s logo animation and event T-shirt.

Fans could move through the KFC Zone, order through connected kiosks, take part in basketball-themed activities and spend time in a colourful environment shaped by Simone’s work. More than a backdrop, the artwork became part of how people experienced the event: something to engage with and remember.

Machas worked side by side with Simone and CLMedia throughout production, supporting the development of the project’s wider visual world and helping turn the fan zone into a vivid, physical expression of the energy of the game.