SB 53 - LENNOX SQUARE (ATL)

Client: NIKE

Creative Direction: HereNow Creative

Print/Fabrication: Primary Color 

Account Executive // PM: Quentin Orr

It was a privilege to oversee the comprehensive print and fabrication aspects of the activation for Super Bowl LIII (53) in Atlanta, GA. The focal point of this endeavor was the dynamic collaboration between Lennox Square Mall, Dick's Sporting Goods, The Lid's pop-up shop within Macy's and a handful of other surrounding store locations they wanted the same prints to be used at as well.

Managing these projects during the Super Bowl presents a fascinating challenge due to the ever-changing timelines. The uncertainty of which teams will emerge as the final two in the playoffs heavily influences the selection of digital assets. To accommodate this, four complete sets of assets are prepared in advance, and the production process commences as soon as the respective teams secure their playoff victories.

To provide a glimpse into the creative journey, I have included images that capture the initial mock-ups reflecting the creative design direction from HereNow. These mock-ups showcase the concept's visual representation and serve as the foundation for the final installation.

The execution of the print and fabrication process involved coordinating with various stakeholders, ensuring adherence to strict timelines, and maintaining a keen eye for detail. From sourcing high-quality materials to managing production schedules and overseeing installation, every step was carefully orchestrated to create an immersive and visually captivating experience.

The transformation from conceptualization to reality was done on a very short timeline. The finished project, showcased in the provided images, exemplifies the creative direction that was brought to life. It serves as a testament to the collective effort and expertise that went into delivering an exceptional experience for visitors during Super Bowl LIII.

Being at the forefront of such an ambitious endeavor has fortified my skills in project management, creative direction, and the seamless coordination of complex initiatives. It has allowed me to thrive under pressure while maintaining an unwavering commitment to delivering excellence.

In summary, my role in managing the print, distribution and installation aspects of the Super Bowl LIII activation was a gratifying experience. From navigating the uncertain playoff outcomes to overseeing the production process and witnessing the final installation, it was a journey that showcased my ability to thrive in high-stakes environments, execute with precision, and deliver awe-inspiring results.