SCADpro: CBS Sports
Professional Collaboration
Creating augmented reality graphics for
the Super Bowl 58 broadcast.
Overview
Over the course of 10 weeks, myself and 19 other students from various majors collaborated in the highest-profile SCADpro to date: Producing dynamic, innovative augmented reality graphics for Super Bowl 58. Through this project, we worked with CBS's broadcasting directors to create stunning graphics that were ready to ship into broadcasting software to be edited and displayed live in game.
My Roles
UX Co-Lead: Conducted primary research, provided design
verification based on research and client feedback. Managed design files and artifacts.
Front-End Concept Lead: Led visual development of one deliverable, adhering to CBS's Enterprise Design System and Brand Identity. Worked closely with Unreal team to ensure proper organization of design files for developer handoff.
Graphic Designer: Made style guides and presentation decks.
Duration
10 weeks
Tools
Figma
Illustrator
Maya
Unreal
Discovery
First and Ten
The game plan
The pitch from CBS Sports was pretty simple: Create engaging, captivating augmented reality graphics for the Super Bowl 58 broadcast. CBS was looking for a jump from its traditional graphics package and hoped to see an increase in viewers and retention during the broadcast.
The ball was in our hands to go as big as possible to make this year's Super Bowl unforgettable.
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.
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.
Design & Refine
Advancing Towards The Endzone
Huddling up!
Once our framework was complete, we went through 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.
Hosting a Crazy 8's session with the team!
Design production
We turned sketches into 2D and 3D designs, finding the perfect balance between design aesthetics and legibility of statistics. In this phase, I advised our 3D animation team to ensure all text was legible and data was displayed consistently across our graphics, and ensured the implementation of client feedback.
Key Learning
Communication with developers is key!
During this project, we quickly realized how little we knew about live broadcasting. From having strict time slots to being able to quickly input live data, it was important for us to understand the operations within the broadcast booth to make our graphics feasible. Frequent discussion with our developers and clients’ about possibilities and restrictions was a must!
Final Presentation
Fourth and Goal
A halftime-worthy presentation
We showcased our graphics to our clients at SCAD's XR Stage, using the massive screen to create an engaging presentation with an immersive augmented reality experience.
Post-game analysis
Check out our entire project in the documentary CBS made documenting our journey!
“Employers looking for talent? This team is loaded. Refined skill sets, experience working
directly with top-notch clients, nimble and mature beyond their years... the most talented
powerhouse I’ve had the honor to guide.”
— David Meyers, SCADpro Professor
This project is under NDA
Thanks for reading! If you'd like to learn more
about this project, feel free to reach out.
Owen Hudock