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 showcased what tailgating looked like 100 years ago featuring the Elcar, the first car the USAA insured in 1922. We told the story of what tailgating was like from the food fans ate to the fashion.
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.
2022 virtual receiver: Now that fans have entered modern day we showcased how technology has been used for training through our virtual receiver game. Both fan bases woould go head to head to test their reaction skills through catching virtual passes through kinect technology.
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.