RE-IMAGINING POST GAME STATS

Director

In partnership with Cal Athletics Creative Services

As a Creative Services Intern, I pitched this project to our creative director and led the concept development, creative direction, production, and editing.

Objective? Bring VR content creation into existing marketing campaigns, re-imagining and re-designing the way we view post-game stats.

Solution? After the game wraps up, you get the chance to stand at the center of Memorial Stadium where the game’s highlights/recaps surround you.

YoUr Post-Game Hub

While collaborating with the Director of Creative Services, we decided to focus on 4 main panels: end of game stats, player of the game, play of the game, and next game preview. Usually, we create a GIF or graphic for each of these, then one-by-one post them on social (Facebook and Instagram) after the game. With this immersive experience, find all your post-game stats in one centralized area and interact with each on Facebook and YouTube.

Designing with Modularity

In the Premiere, Photoshop, and After Effects files, the experience is designed as a template ready to use for future games. It’s designed to be easy to use across games and also across sports in Cal Athletics. If we wanted the same post-game stats for a baseball or basketball game, then easily swap out the background video with a 360 video on the field or court.

User Testing to Direct Attention

After the experience was finished, I side-loaded it into an Oculus Go and showed it around the office. I tracked the gaze of viewers, seeing how long they would watch each panel. There was higher interest in one panel more than the other. I gathered these notes and iterated on the experience. The timing of each panel showing up, one after the other, became so perfect that viewers thought their Oculus controller actually controlled the 360 experience. In addition, to direct gaze I utilized spatial audio cues motivating viewers to view different panels.

Challenges and Future Plans

Figuring out distribution is and always has been the struggle with VR content creation. This experience doesn’t have to only live online on FB and YT. Imagine a location based experience (LBE) in the lobby of future football games. Better yet, placing this football experience at the main entrance of basketball courts, baseball fields, volleyball games, etc. further cross-markets the football games.

Special thanks to my managers — Creative Director TO and Video Producer Laura F. — for their constant support throughout this project!