Objective: Develop an interactive brand activation that places fans inside the action of the Super Bowl, transforming the usual spectator role into an immersive experience by answering the question:
“Why do we cheer?”
“Why do we cheer?”
My role / contribution: I led creative direction and strategy, modeled the 3D activation experience, designed the sound-proof booth with noise-cancelling headphones and digital display, partnered with an external vendor to develop the interactive decibel tracking interface and video capture system, oversaw graphic design and experiential production, and integrated social sharing mechanics.
Key highlight / impact: The activation engaged approximately 3,000 participants across 965 + groups, achieved a 92% click-through rate on participants’ shared videos, was featured on 10+ TV stations, live-streamed online and included celebrity influencer participation — successfully elevating fan engagement and brand presence at Super Bowl 50.
