Creating AR graphics for Superbowl LVIII

CBS Sports approached SCADPro with the proposition to acquire select students for the highest profile SCAD collaboration to date. The result of our project would be displayed through CBS Sport's Superbowl LVIII for millions of viewers to witness. I lead the primary and secondary research for our final deliverables as well as the overall art direction of the project's Las Vegas imagery.

Recognition

SCADDistrict

Documentary

VIEWER COUNT

100+ Million

Tuned in to visualize our AR graphics & pre-game interviews in live time.

Deliverables

6+

AR graphics created and rigged, ready for handoff for immediate usage during the game.

Research

Connecting with the Fans.

Through primary research, our team gathered insights on fan's preferences for sport graphics. Through this initial data, we were able to establish foundational understandings of our target audiences.

Ideation

Advancing The Endzone

Shifting my role from UX Lead to Visual Design, I helped conduct our revisionary meetings, correcting and communicating 2D concepts into 3D atmospheres.

Capturing Las Vegas

An essential sum of our project was dedicated to understanding the style of Las Vegas for Super Bowl LVIII. We workshopped creative sessions to draft the visual style, textures, and design motifs.

Initial Sketches

Below is a compilation of rendered and conceptual sketches made by our team. I lead the creative direction across all patterns, typography, and asset creation that would create the style of each deliverable.

Design

A Halftime-Worthy Presentation

Our project was given special access to present our designs on SCAD's 80+ feet XR stage. The presentation was delivered to simulate a live Super Bowl stream to share an immersive experience for our clients.