DIRECTV At Super Bowl XLIX

Audience
/
2015

Celebrating the Old West history of Arizona, DIRECTV asked DBeforeE to create an experiential Super Bowl marketing space that also functioned as broadcast ready sets for both The Dan Patrick Show and The Rich Eisen Show.

Show Type:
Corporate, Experiential, Sports
Photo gallery

DIRECTV At Super Bowl XLIX

DIRECTV’s sports broadcasting stars, Dan Patrick and Rich Eisen, broadcast from the Super Bowl host city for the week leading up to the Big Game. For several years, DIRECTV hired DBeforeE to design the experiential marketing spaces within which Dan and Rich would shoot their individual shows. Each space had a creative tie to the Big Game host city. After creating a French Quarter space in New Orleans and a Skyscraper in NYC, DBE was tasked to create an Old West Town in the shadow of the Phoenix, AZ football stadium.


Easier said than done....corn field + quick install time + budget restrictions= thinking outside the box.

HOW WE SERVED:
  • Our collaborative design process captured the essence of the client’s desire for “an Old West experience”.
  • Our innovative approach to quick installation and temporary structures had an eye toward weatherproofing and creating an as-close-to-ideal production space as possible.
  • Our shift-on-the-fly reactions to import slowdowns, changing camera angles which required last minute changes to scenery, and, of course, weather impacts insured the project was a success.
CASE STUDY

DIRECTV At Super Bowl XLIX

DIRECTV’s sports broadcasting stars, Dan Patrick and Rich Eisen, broadcast from the Super Bowl host city for the week leading up to the Big Game. For several years, DIRECTV hired DBeforeE to design the experiential marketing spaces within which Dan and Rich would shoot their individual shows. Each space had a creative tie to the Big Game host city. After creating a French Quarter space in New Orleans and a Skyscraper in NYC, DBE was tasked to create an Old West Town in the shadow of the Phoenix, AZ football stadium.


Easier said than done....corn field + quick install time + budget restrictions= thinking outside the box.

HOW WE SERVED:
  • Our collaborative design process captured the essence of the client’s desire for “an Old West experience”.
  • Our innovative approach to quick installation and temporary structures had an eye toward weatherproofing and creating an as-close-to-ideal production space as possible.
  • Our shift-on-the-fly reactions to import slowdowns, changing camera angles which required last minute changes to scenery, and, of course, weather impacts insured the project was a success.
PROBLEM

In order to serve our mandate of temporary structures and quick installation, we designed tent structures with wood clad sides to create the Old West in a plowed down corn field.

Custom printed tent canvas panels allowed our client to utilize overhead camera angles while keeping the illusion of Old Arizona. Marketing events included cowboys, horses, town’s people and of course, football played on the grounds of the “cemetery”.

THE PROCESS
DBE SOLUTION

In order to serve our mandate of temporary structures and quick installation, we designed tent structures with wood clad sides to create the Old West in a plowed down corn field.

Custom printed tent canvas panels allowed our client to utilize overhead camera angles while keeping the illusion of Old Arizona. Marketing events included cowboys, horses, town’s people and of course, football played on the grounds of the “cemetery”.

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DIRECTV At Super Bowl XLIX

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