Anthony Scerri Design
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SUPER BOWL 51

SUPER BOWL 51

DESIGN DIRECTION + PHOTOGRAPHY

Momentum was responsible for the largest retail activation the week prior to Super Bowl 51 in Houston's "Super Bowl Live". We created a 2-tier space featuring everything from charging to NFL player appearances. Downstairs also included a fan experience called "Game Winner" where you enter a 180˚ screen room and are placed in a game winning situation in Super Bowl 50. 

The space was also home to our national/local campaign called "Minute50" where fans can text in every hour to gain access to prizes such as Super Bowl tickets and NFL player experiences. Winners near our activation would be featured and given their prizes on the spot, and sometimes surprized by NFL players.

To promote our go90 platform, we set up and promoted 3 free concerts (Hunter Hayes, Fall Out Boy, Skrillex) for fans who tagged the platform on social media, giving them access to see their favorite artists backstage. One of the shows sold out in 7 seconds.

Omid Farhang (Chief Creative Officer) // Joe Kantrowitz (Creative Director) // David Chamberlain (Executive Experience Director) // Michael Costa (Senior Art Director) // Gregory Weber (Senior Copywriter)

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EXPERIENTIAL / BRANDING / SPONSORSHIP / EVENTS / ACCESS / TECHNOLOGY
ROLE — EXPERIENCE DESIGN DIRECTOR

SUPER BOWL 51

 
 

CHALLENGE:
Give football fans the ultimate access at Super Bowl LIVE by creating a space featuring everything from retail, service, prize-winning and even NFL player appearances.

IDEA:
We created the largest (2-Tier) retail activation the week prior and leading into Super Bowl 51 at Houston's "Super Bowl Live". 

WE DELIVERED:
Fan Access // Player Experiences // Brand Presence + Visuals // Large Scale Footprints // Virtual Reality

AWARDS:
Clio Sports Silver in Sponsorships & Events/Experiential // 
2017 Project Isaac Gold in Sports Marketing Innovation

THE FOOTPRINT

We created a 2-tier space featuring everything from charging to NFL player appearances. The space also served as a retail hub for guests who were looking to switch services or buy a new phone.

 
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VIRTUAL GRIDIRON

The first first-ever head-to-head virtual reality football game. The experience was meticulously designed, using former NFL and college players filmed in a real NFL stadium. Fans were immersed in an authentic NFL experience as they stepped into a real stadium and lined up across the field from each other—one on offense, one on defense. 

After choosing a play pulled right from NFL playbooks, fans got to see, feel and hear the action as if they were there. And they loved every second.

 
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TEAM

Omid Farhang (Chief Creative Officer) // Joe Kantrowitz (Creative Director) // David Chamberlain (Executive Experience Director) // Aaron Alamo (Creative Director) // Ralph Calderon (Creative Director) // Michael Costa (Senior Art Director) // Oscar Ma (Art Director) // Gregory Weber (Senior Copywriter) // Valerie Schwartz (Art Director) // Shanan McKeaney (Art Director) // Paul Boupha (Copywriter) // Craig Seyboth (Copywriter)