'47 Brand | Gaming the Big Game
Overview
'47 goes big at Super Bowl 50. To bring the brand’s Let Your You Out campaign to life on the NFL's grandest stage we created an immersive simulation that put fans in the action – and in control of the outcome – giving them a reason to scream and an experience to remember.
Role: Associate Creative Director
What I Did
Concept
Script Writing
UX design
Voiceover direction
Why It Mattered
In thinking about what we wanted the sensory experience to be, I saw an opportunity to pull the brand story into the game and product design. This storytelling through play was what resonated with fans and helped ‘47 connect with their audience on a deeper level.
The Super Bowl experience also served as ‘47’s coming out party, generating buzz with potential business partners and bringing the brand much needed visibility.
Approach
This project started out under unusual circumstances: The client would be attending the NFL expo, and had secured a soundproof booth. And not the slightest idea of what to do with it.
It made sense that some form of cheering should be involved due to the brand’s Let Your You Out campaign, but this wouldn’t be enough to compete with the frenetic energy of Super Bowl week. I would like to say that extensive research went into the concept, but this was one of those rare moments where you just knew.
