In partnership with AT&T and the Dallas Cowboys, Obscura reimagined the stadium experience, empowering fans with interactive media platforms designed to amplify NFL game day experience.

Obscura created custom hardware, software and media for run-of-show (ROS) that played on multiple platforms throughout NFL Cowboys games and original content for stadium events.

• Managed all phases of content creation including project discovery, concept development, live action shoots through to post production and onsite integration, spanning 3 year project life cycle.

• Acted as Executive Producer for all AT&T/Dallas Cowboys experience design through post production, and Line Produced selected projects.

• Managed the post production workflow and post team including: editorial, 2D/3D animation, and color grading.

• Structured and scoped project objectives, requirements, work plans, timelines, and budgets to support digital content for seasonal installations, brand activations and marketing experiences.

• Led, structured, and scoped a variety of content creation including photography & video shoots, 2D/3D animation and interactive content for NFL game day run-of-show.

• Collaborated with Dallas Cowboys to curate their digital art collection to be displayed on the Interactive Kiosks at the stadium and the venue’s Art Tours through the AT&T Mobile App.

• Managed the UX/UI design and onsite integration for the Interactive Kiosks. The interactive modes included: The Art Collection, The Stadium History, The Dallas Cowboys and stadium events providing visitors with information about the NFL game schedule and upcoming events or concerts.

• Managed the visual arts program for the Interactive Kiosks that featured The Dallas Cowboys Art Collection. The art collection consists of 16 commissioned, site-specific works of art along with 43 additional works that were acquired for the stadium collection. The exhibition also includes the history of the stadiums architectural design and the annual lineup of the Dallas Cowboys and Cheerleaders.

• Partnered with Design Director to develop media strategy and content program for game day run-of-show and Interactive Kiosks.

• Managed the hardware, software and media review cycles throughout the design and production of the immersive multimedia installation.

• Managed day-to-day client-facing communications with production teams through to the executive level.

• Developed project roadmap(s) in partnership with the Technical Lead, including feature prioritization and sprint plans for multimedia platforms.

• Coordinated with contractors, vendors and consultants. Draft proposals, Statements of Work (SOWs), Change Orders and technical specifications.

• Supported business and design strategy development in preparation of project proposals and pitches.

• Collaborated with design and software teams to create the Technical Manual to support content platforms. Technical documentation included; operational, maintenance, parts list, support, and training requirements for the effective deployment of equipment, machine, process, or system.

• Managed on-site optimization of all experiential media including QC, client reviews, and project acceptance into service contract.

Immersive stadium content:

• Immersive content included: Ribbons, end zones, Diamond Vision (4 sided), LiveFX board and Interactive Touchscreens.

• Custom content included: 3rd Down, 4th Down, Cowboys Lights, Unite this House, Cowboys Stadium Amp, Cheerleader Stadium Amp and AT&T branded content.

Interactive Kiosks - 4 double sided 10-foot 4K LCDs touchscreens:

• Managed design development including UX/UI, software content management system (CMS), content acquisition and integration.

• Line Produced annual photo and video shoots for the Dallas Cowboy Players and Cheerleaders.

• Built a library of digital assets to support 5 modes of content: Players, Cheerleaders, Art and Stadium history and event mode to support external events & concerts.

LiveFX board - 130-foot LED display:

• Produced custom pre-rendered and generative content to be utilized during run-of-show National Football League games.

Show Control System:

• Managed UI/UX design, software development, and systems integration of custom Show Control system designed to trigger game day content.

• System design included control of immersive content across multiple platforms: ribbons, end zones, Diamond Vision, LiveFX board and Interactive Touchscreens.

*All Videos Courtesy of Obscura Digital