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2015 One Show - Responsive Environments

AT&T Stadium Experience

Agency Obscura Digital / San Francisco, CA

Client AT&T
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Annual ID

150824A

About the Work

AT&T and the Dallas Cowboys worked with Obscura to design and fabricate a stadium-wide digital experience that engages fans before, during, and after games. It’s the world’s first fan-powered digital technology platform, installed at the AT&T Stadium that helps make touchdown celebrations more exciting, entertains during breaks, and builds even more suspense for pivotal plays. Obscura designed, produced and installed the AT&T LiveFX Board, a 130-foot LED video display above the concourse in the north end zone with 40 robotic, mirrored louvers that independently rotate 360˚ to create choreographed motion, at 4,000 pixels wide its the highest resolution board in the stadium. Fans are able to connect to the AT&T LiveFX Board via the AT&T Stadium App. Obscura also designed and installed four double-sided 84-inch “Immersive Columns” on the stadium concourse that feature multi-touch displays with interactive content.