To celebrate the Los Angeles Rams Super Bowl LVI Championship win, the organization created an extraordinary bespoke augmented reality experience for fans who watched the NFL season opener game at SoFi Stadium.
The 60-second AR presentation begins with a selection of team highlights from this year’s Super Bowl win, including a larger-than-life Coach Sean McVay directing his team from the middle of the field. Matthew Stafford and Cooper Kupp then appear and pose, as the video behind them rolls the game-winning touchdown pass. Lastly, Aaron Donald joins, celebrating his game-sealing fourth-down play alongside the others. The images of Coach McVay, the players, and the video screen then give way to the actual crafting of the iconic Super Bowl LVI ring. As each part of the ring appears, it looks as though it is being formed from actual parts of SoFi Stadium. The result is a massive and glittering Super Bowl LVI ring that comes to stand at mid-field, covering nearly 30 yards.
The experience was developed in collaboration with The Mill, a global creative production partner and experience studio. The entire production was crafted in CGI using Cinema 4D and Unreal engine, enabling the team to achieve extraordinary levels of detail and resolution.
“Before kicking off this next chapter, we wanted to host one last epic celebration of our historic Super Bowl win at the Rams House,” said Los Angeles Rams Chief Marketing Officer Kathryn Kai-ling Frederick. “Working with The Mill, we’ve created a special AR experience that will come to life both in-stadium and on broadcast to both memorialize last season and enhance the reveal of our Championship banner.”
Executive Producer Blake Nickle comments, “in-stadium fans will have an opportunity to enjoy the epic visuals of their favorite players and coaches by watching it on the most amazing in-stadium infinity screen in the world while the AR effect will be seen by an estimate 20 million viewers at home.”
The Thursday night kickoff game against the Buffalo Bills aired nationwide on NBC, Peacock and Universo ono Thursday, September 8th, 2022.
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