VERIZON

360º portal experience

ar portal WITH Live 360º views

Trigger XR partnered with Verizon to develop a captivating web AR portal, delivering an immersive at-home experience. Users could digitally transport themselves to live 360º views of several major events, like the Macy's Thanksgiving Day Parade or the Pepsi Halftime Show at SoFi Stadium. This case study highlights my role as an XR Director, where I led the team that innovated and developed the 360º portal experience using advanced AR technology.

CHALLENGE

Trigger XR was tasked to leverage Verizon's 5G technology in a way that would transform the audience's event experience. Each event demanded unique, engaging content that could be adapted and enhanced for different audiences and settings.
SOLUTION

We developed a distinct 360º portal, utilizing Verizon's 5G capabilities to virtually teleport users to various events. This innovative AR portal was not a series of separate installations but one adaptable experience, reimagined for each event. From the Macy's Thanksgiving Day Parade to the Super Bowl, the portal served as a consistent, immersive gateway, enabling users to experience each occasion in a uniquely engaging way.
RESULT

These experiences were widely acclaimed, setting new standards in virtual immersive entertainment. The Macy's Thanksgiving Day Parade experience set a high benchmark, achieving significant user engagement with impressive view counts and interaction rates. This initial success laid the foundation for the project's acclaim. The Super Bowl Pepsi Halftime Portal experience further cemented its impact, earning prestigious industry awards.
MY ROLE

In the role of XR Director, I was involved from the project's inception, helping our team to meet significant milestones. My responsibilities included crafting the user experience and user interface designs, sound, animation, and portal design. I led client communication for the creative aspects of the project and was pivotal in securing approvals, presenting concepts, and developing promotional strategies. Over time, my focus gradually shifted to providing high-level brand direction and ensuring the creative vision was upheld in subsequent adaptations.

A PATH TO SUCCESS

The Macy’s Thanksgiving Day Parade portal was the first experience our team worked on. It marks the starting point of this project’s incredible journey. I take great pride in having been a part of this project from its inception. The team met every milestone and goal, with each member playing a pivotal role in paving the path for the project's future success.

EXPERIENCE PROMO

The promotional video showcased here is the result of a collaborative effort among Trigger, NBC, and Verizon. Working closely with NBC, my role involved guiding the creative direction for the promotional videos, contributing to both the narrative structure and visual design alongside a talented team.

TEASER & USER INTERFACE

In anticipation of the event, we leveraged the teaser across digital channels and featured it in commercial segments. When the event was live, Mario Lopez, the parade host, regularly prompted at-home viewers to scan the on-screen QR code to access the experience.

THE PORTAL

I'll delve into the story of designing the portal another time – it's a tale I'm particularly fond of. For now, let's just say the portal functioned flawlessly as intended. It served as a dynamic entryway, versatile enough to adapt to multiple events. Users could either tap the portal or physically approach it to be teleported to the live event. It was the cornerstone of the experience, playing a crucial role in delivering that sense of immersion that only augmented reality can offer.

THE BLACK PUMAS

One of the events that prominently featured the portal experience was a Black Pumas concert launched at the annual CES conference during Verizon's CEO Hans Vestberg's keynote. Whether live or tuning into a pre-recorded broadcast, audience members were invited to access the portal experience by scanning a QR code on-screen. This gateway allowed users to place the portal in their environment and virtually step onto a stage with the Grammy Award-winning Black Pumas.

THE GRAND FINALE

The Verizon 5G portal experience culminated in a spectacular finale. Accessible via the Pepsi XLVII Super Bowl Halftime App and powered by Verizon's 5G Ultra Wideband, users were digitally transported to SoFi Stadium to see live performances by Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar. The portal experience offered three distinct views: two sideline perspectives and a Director’s Cut. This setup provided fans with an immersive, up-close experience of the dynamic halftime show. Ultimately, the project measured 3 billion impressions from 500,000 fans and earned the #3 spot on the Apple app store.

The final portal experience stands out as an industry benchmark, clinching the Gold Clio Award in Sports. It also boasts the 2023 Webby Award for Best Audience Integration and earned a finalist position in the Best Entertainment Campaign at the 2023 IDEA Awards.

Thank you

I want to thank everyone who contributed to this project's success, especially the Trigger XR team and our client partners at Verizon, Live Nation, and NBC Universal.