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Executive Design + UX Leader | Advisor | Speaker
Touchdown
From Studio to Stadium With AR
In early 2024, SCADpro partnered with CBS Sports to reimagine the visual experience of Super Bowl LVIII through augmented reality. Over a 10-week intensive, a cross-disciplinary team of 19 SCAD students collaborated with CBS executives to design a new suite of live broadcast graphics — blending strategic design, immersive storytelling, and cutting-edge AR technology. The result: a high-profile broadcast enhancement seen by 123.4 million people during the biggest sports event of the year.
First and Ten
Under the leadership of Paul Stonick, Vice President of SCADpro, the project strategically aligned with CBS’s production needs and brand goals. The team approached the brief with a user-centered mindset, beginning with research on fan expectations and translating that into a bold design language inspired by Las Vegas — the host city for Super Bowl LVIII. The objective was clear: to deliver data-driven, visually arresting AR graphics that elevated the live broadcast experience.
Research Kickoff
Through primary research, we delved into football fans' preferences for broadcast graphics. This initial research helped guide our designs by giving us a foundational understanding of our target audiences.
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Survey Results
User Interviews
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Viva Las Vegas
We looked at references and inspiration to help stylize our graphics to find a connection between CBS's branding and Super Bowl 58's venue: Las Vegas, Nevada. We drafted our initial style guides for colors, textures, and design motifs.
Down The Field Drive
Once our framework was complete, the team held rapid brainstorming sessions to create concepts for each design. This phase had a playbook's worth of iteration and communication between design teams to ensure that everyone understood the scope of each deliverable.
The Red Zone
From kickoff to final handoff, the project was a real-world design sprint. Students collaborated directly with CBS Sports producers, refining their concepts in agile cycles. They tackled key broadcast elements like live scoreboards, player comparisons, drive summaries, and game analytics — all rendered in AR.
Halftime Show
The team used professional-grade tools like Unreal Engine, Maya, and Figma to prototype, animate, and rig the assets. Each AR element was designed to integrate seamlessly with CBS’s production pipeline. Final presentations took place on SCAD’s 80-foot LED XR stage — a full-scale simulation of the live broadcast environment — where CBS executives experienced the AR suite in action.
Press Release & Outcomes
The AR graphics package was adopted by CBS Sports and featured during Super Bowl LVIII broadcasts, including on the Nickelodeon and CBS Sports Network feeds. A behind-the-scenes feature aired during Super Bowl week, showcasing the partnership’s innovation and highlighting our work.
CBS’s creative leadership praised the quality and speed of the work, noting the scale of deliverables completed in just 10 weeks. The broadcast team received production-ready graphics files — rigged, camera-tracked, and optimized for live use — demonstrating SCADpro’s ability to deliver at a professional level.
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