Venue: Discovery Green
Date: February 2-4, 2017
We teamed up with the NFL to build two action-packed experiences in Houston during Super Bowl weekend. Fans at Super Bowl Live were able to create their own burst animations and show off their big game prediction while backstage at NFL Honors, we helped football stars and celebrities show off their new hardware in dynamic animating fashion.
Super Bowl LI LIVE
Super Bowl LIVE is the official fan festival for football fans at Super Bowl week featuring live music, local food and football-themed exhibits. As the hub for local and visiting football fans ahead of the Big Game, NFL sponsors, media outlets and local organizations present activities for fans to enjoy football unlike anywhere else.
Knowing we needed to design an experience that could handle the thousands of fans that would take in the Super Bowl Live fan experience in a limited activation space, we concepted an open air Burst Animation experience for fans roaming around Discovery Green to record their Super Bowl excitement.
Fans were able to choose from three different Super Bowl overlay designs; one featuring the Super Bowl LI logo, one for fans pulling for the NFC Champion Atlanta Falcons and one for those rooting for the AFC Champion New England Patriots, each with a subtly rotating Lombardi Trophy.
We let fans choose whether they wanted their fresh content sent straight to their phones through a custom integration we built with the Super Bowl LI Fan Mobile Pass app or via their email. Our integration allowed fans to scan their Fan Mobile Pass QR code and receive the content in their app.
NFL Honors is the annual awards show recognizing the greatest plays, athletes and coaches from the past NFL season. The league’s most notable figures gather on the night before the Super Bowl, to honor the best performances. As part of the Super Bowl weekend festivities, the NFL Honors awards show has become a staple of the championship game festivities.
With all of football’s biggest stars together, the NFL wanted to easily create dynamic and high end content for their social channels featuring the award winners.
We wanted to let players show off some of their personality and get moving in front of the camera, after all, they’re world-class athletes known for their playmaking skills.
To achieve this we created a new variable-speed Burst GIF experience that captures 30 high speed frames on a Canon 1DX MK II and then plays them back at varying speeds to create a dramatic ramping effect.
The highlight reel-worthy clips also sported a dynamic text overlay featuring the recognition each player or coach received at the show along with their name, making each content look like a produced featurette. We added some extra glitz to the awards show content by adding a glimmering animation of a rotating NFL Honors trophy beside each name.
The award-winning players came up with creative ways to use our effect, creating GIFs ranging from slick and cool to hilarious. The NFL posted the content to their social channels throughout the night as awards were being announced, and the posts were shared thousands of times by football fans.
Between Super Bowl LIVE and NFL Honors, we had a memorable weekend in Houston for the Big Game with fellow football fans and are already looking forward to next year’s game!