Background
Imagine scrolling through your favorite team's social media feed, hoping to get hyped for the game. But instead of feeling that surge of excitement, you're met with the same generic graphics day after day. The starting lineup, the game day reminders, the post-game recaps – they all blur together, lacking that unique flavor that makes each game special. As a die-hard fan, you live for those game day moments — the anticipation, the excitement, the electric atmosphere. It's a missed opportunity to tap into that vibrant energy and deliver content that truly resonates.
Above is a Starting Five graphic that would be/was posted 82 times a season - for every. single. game. Putting myself in our fans shoes, I found this static experience to be incredibly repetitive and uninspired.
My research revealed consistent experiences across all professional and collegiate sports. The art direction could be fantastic, but it felt like there was an opportunity for fans to be more immersed.
My Initial Vision
I envisioned a world where augmented reality could transport fans to the heart of the action, allowing them to feel the pulse of the city, the energy of the arena, and the presence of their favorite players.
As I aimed to reimagine the fan experience, what would a refreshed version of the Atlanta Hawks starting lineup look like?
The above was a random location I filmed in Atlanta. As a fan, whether I'm local or far away, I kind of feel like I'm there. At 4pm on a gameday. I can see the players emerging from Atlanta's skyline, I can see something as simple as the weather, and most importantly, I see something more than just headshots — tonight's starting lineup in action, literally in Atlanta!
It made me wonder when the team is on the road for an away game, what a fan would feel when they see the players on the Golden Gate Bridge, or in front of Madison Square Garden in NYC. If there was snow falling in Minnesota, how can we allow our fans to "feel the elements?"
Exploring more Possibilities
Above, I showed you where I started, but I wanted to see what else AR could do.
The following proof-of-concept demos, while filmed in a less-than-glamorous setting, demonstrate the versatility of the AR experiences and their potential to transform any environment into an engaging canvas.
The next concept explored what a (typically static) gameday graphic would look like brought to life in AR.
While the AR content and camera moves could be refined, I could really begin to see the "bringing gameday to life" moniker manifest in realtime. I love the possibility of bringing the in-arena atmosphere directly to the fans at home.
The AR experience could extend beyond game day, offering fans a unique way to connect with their favorite players. Imagine digital trading cards that come to life, showcasing player highlights and big performances in a dynamic and engaging way. These experiences could offer a fresh perspective contrary to the norm — adding an extra dimension to the way fans see their team.
Again these were just proof-of-concept. The camera moves were embellished to test if there was any lagging on the 3D objects. I started to incorporate motion graphics, and more "UI" elements using After Effects. In the example above, I also incorporated "proximity" animations. As you got within x-distance of the composition, the animation in the nameplate triggered (where the Gatorade logo is).
I went to test it in a real world environment. The AR's "stickiness" to scenes/walls was something I was curious about. So I went to a mural in Atlanta to give it a go.
It was eye opening how a simple change of scenery/background changed my perspective on what I was viewing. The abstract black and white painting on the wall gave this experience a whole new feel.
Lastly, what if I simply dialed it back and just put a .png in AR. How could AR bring a moment from 30 years ago to life?
The possibilities seemed endless of how AR could transform the landscape of professional sports! It's funny thinking back, this all started from my exhaustion seeing teams use repetitive graphics.
The Impact
These AR experiences can redefine fan engagement by fostering a deeper sense of connection between the team and its fans, creating moments that could perhaps spark excitement, and ultimately immerse fans further in their favorite team, even from afar.
I presented these concepts all the way up to the Atlanta Hawks CEO, and received the green light to begin testing the concept with Hawks fans along with our marketing team pitching to potential sponsors.
BEFORE
AFTER
The Takeaway
This AR project is just one example of my passion for pushing boundaries and creating engaging experiences. This is from 2021, so I can only imagine what the possibilities are now.
Ultimately, I love bringing a blue-sky idea to life! There isn't much that makes me happier than creating innovative experiences that can redefine what's possible.