The Hundred

Since the launch of The Hundred, Noctown has been embedded at the heart of the competition as shaping the competitions and platform from the ground up. From early ideation through to defining tone of voice and content strategy, we helped establish how the tournament spoke to a new generation of fans. As the competition evolved, our role expanded into art direction and creative direction across video, leading the visual language for social first films and campaigns and ensuring the work remained culturally relevant, accessible and visually distinctive.Our always-on social strategy has not only driven significant follower growth and engagement but also inspired young girls to see a pathway into cricket.By expanding The Hundred’s video and animation output, we continue to help it connect with wider audiences, solidify its place in pop culture, and position cricket as a sport for everyone .