How do you design for a 9,699 square-foot screen when the audience is moving, navigating, socializing, and rarely watching for more than a few seconds at a time?

The screen's scale and trapezoidal shape required the brand system to behave differently from a conventional video canvas. The work also had to survive daylight, nighttime lighting, changing weather, game-day crowds, and viewers approaching from different directions.

Rather than treat the full runtime as one continuous advertisement, I designed a cyclical structure that repeatedly recaptured and released attention while preserving emotional momentum.

Hook

Capture attention with an immediate visual change.

Message

Kinetic typography in a short, legible beat.

Release

Connect message with fan energy and emotion.

Footage

Engage fan energy with exciting visuals.