Client: National Football League (NFL)
Project Duration: 2 weeks
Role: Senior Designer / Experience Strategist
Team: Collaborated with Creative Director, Designers, Strategists, and Experiential Producers
🏈 The Challenge
Design high-impact fan experiences for Super Bowl LVIII that build on the momentum of Super Bowl LVII’s success, while aligning with Las Vegas’s unique cultural and spatial context. Key constraints included a tight two-week ideation timeline, existing NFL branding frameworks, and complex venue logistics.
🎯 My Role
• Led conceptual development of multiple immersive fan experiences
• Developed creative strategy decks, including sketches, 3D layouts, and moodboards
• Aligned experiential concepts with brand objectives and site-specific considerations
• Collaborated with stakeholders to iterate and refine deliverables quickly
🔍 My Approach
1. Discovery: Rapid intake of Super Bowl LVII success metrics and NFL’s updated creative brief
2. Concept Development: Ideated themed zones including The Strip Experience, The NFL Experience, and exclusive VIP lounges
3. Design Visualization: Sketched and mapped out activation layouts, user flows, and engagement zones
4. Presentation & Iteration: Delivered a polished deck within 10 days featuring detailed storytelling and visual concepts
🛠️ Tools Used
• Adobe Creative Suite (Illustrator, Photoshop, GenerativeAI)
• Hand sketching and 3D mockups
📈 Results & Impact
• Delivered 12 fully fleshed-out concepts within 10 days
• Received strong client praise for strategic storytelling and creative visualization
• Influenced the final direction of activations at Super Bowl LVIII Fan Experience
• Showcased ability to drive rapid innovation under pressure and align cross-functional teams
