Overview
Call the Play was an immersive virtual reality experience created by United Way of Greater Atlanta in partnership with Futurus and the NFL. Debuting at the Super Bowl Experience leading up to Super Bowl LIII in Atlanta, the activation introduced attendees to Character Playbook, an educational program designed to help middle school students build social and emotional learning skills through interactive storytelling.
The Challenge
The primary goal of the activation was to engage Super Bowl Experience attendees and generate qualified leads through email signups while raising awareness of Character Playbook. The experience needed to stand out in a crowded event environment, attract participants of all ages, and create a seamless connection between the physical booth, promotional materials, and virtual reality experience.
The Solution
As Art Director for United Way of Greater Atlanta, I developed the branding and environmental graphics for the Call the Play experience, including the event booth and supporting visual assets. Working closely with the Creative Director at Futurus, I helped ensure the visual identity extended consistently across both the physical and virtual environments, creating a unified and engaging experience for attendees.
Results
The activation successfully attracted thousands of visitors throughout Super Bowl week, creating meaningful engagement opportunities while generating valuable leads for the program. Through cohesive branding and immersive storytelling, Call the Play transformed a complex educational initiative into an accessible and memorable experience that connected with audiences both inside and outside the VR headset.
