Super Bowl Brand Showcases
SCOPE OF WORK: CREATIVE DIRECTION, DESIGN EXECUTION | CONCEPTION TO EXECUTION
CATEGORY: Environmental Design
PROJECT TEAM: Scott Shepherd (SVP & Project Leader), Maureen Taylor (Director, Marketing), Tricia Occhipinti (Director, Service & Operations), Allyson Bajor (Sr. Manager, Premium Client Services)
As part of the New Highmark Stadium partnership sales initiative, I led the aesthetic development of the Super Bowl Partnership Rooms — exclusive environments created to host key brands and NFL partners during Super Bowl weekend.
Operating within pre-selected venues and structural constraints, I reimagined each space from the ground up, elevating existing conditions into cohesive, brand-forward environments. In close collaboration with internal teams, I established the creative direction and guest experience strategy, transforming the spaces into immersive environments that reflected the vision and narrative of the new stadium.
Super Bowl LVIII
A construction-themed space highlighting stadium progress with construction design elements, drafting tables, blueprints, branded merchandise, and a drone footage projection.
Super Bowl LIX
Designed to spotlight the new stadium’s premium club experiences, the space was organized into three immersive zones — each representing a distinct club area — featuring large-scale architectural renders, curated lounge seating, elevated brand touch-points, a dedicated merchandise display, and a holographic stadium model.
