The Ask: USAA wanted to create a fan experience for the 2022 Army-Navy game.
The Solve: We tapped into USAA’s 100-year anniversary and created a split activation that welcomed fans to experience the historical rivalry in 1922 through modern day.
My Role: Creative direction / concept
1922 game program: We digitized the 1922 Army-Navy game program where guest could swipe through the pages. To take the experience an extra step we animated the vintage photos in the style of a deep fake.
1922 tailgating: We featured the El Car, USAA’s first insured vehicle to bring a 1922 tailgate to life. With help from an Oscar-nominated costume designer and a live actor in character as our vintage host, guests were immersed in an authentic, interactive experience.
1922 uniforms: After searching long and hard for actual uniforms from both academies we found that they simply did not exist so we just recreated them. We worked with an Oscar-nominated costume designer to recreate both uniforms with authentic materials and colors.
Portal tunnel: We bridged the years of 1922 and 2022 with a portal tunnel highlighting key rivalry and USAA moments over the 100 years.
Virtual receiver: On the 2022 side of the activation we created interactive experiences such as the above example of a virtual receiver game where fans could challenge their rival fans to a receiving competition using Kinect technology. Total completed passes were recorded in real time and casted to a digital leaderboard.
ARMY-NAVY GAME 2021
The Ask: USAA wanted to create a Covid-safe fan experience for the 122nd Army-Navy Game in New York City.
The Solve: We created the split Army-Nay House for both fan bases. The interior and backyard were
comprised of touchless QR fan experiences.
My Role: Creative direction / design.
Game Coin: To commemorate the 20th anniversary of 9/11 we created the USAA game coin from World Trade Tower steel. One coin was displayed within the house.
Live Media: We created a media row where our guest could watch live pre-game coverage and interviews from local and national shows.
Spirit Booths: Custom hype videos known as spirit spots have been inherent with the rivalry over the years. We created multiple spirit booths to let fans record a spirit spot. Via the QR codes to enter the booths, fans were sent their videos to share out.
The Backyard: The backyard housed a VR field goal kick, cornhole and a mural photo wall.