Pepsi Half Time Ultra Pass

Super Bowl Half Time Ultra Pass

Despite the hype surrounding the 2022 Super Bowl halftime show, which celebrated West Coast hip-hop in a stadium close to its birthplace, local fans couldn't snag tickets without breaking the bank. We saw this as a missed chance to honor the fans who helped make hip-hop a global phenomenon. So, we came up with Ultra Pass: a high-tech 360-degree experience using top-notch 8K cameras and America's best 5G network. It let half a million fans virtually crash the stadium, skipping past VIPs and landing right on stage.

Agency: R/GA NY
Role: Creative Director

AWARDS:

CANNES LIONS – Bronze (Entertainment for Music)

WEBBY AWARDS – Winner (Metaverse Audience Interaction)

WEBBY AWARDS – Nominee (Media & Entertainment)

WEBBY AWARDS – Nominee (Metaverse Real-Time Experience)

WEBBY AWARDS – Nominee (Best Use of Augmented Reality)

CLIO – Gold (Sport: Experiential–Digital)

CLIO – Gold (Entertainment: Television/Series–Apps)

CLIO – Silver (Entertainment: Live Entertainment–Fan Driven)

CLIO – Silver (Entertainment: Television/Series–Experiential/Events)

CLIO – Bronze (Entertainment: Live Entertainment–Experiential/Events)

CLIO – Bronze (Entertainment: Television/Series–Virtual / Ar)

CLIO – Bronze (Entertainment: Television/Series–Fan Driven)

CLIO – Bronze (Entertainment: Television/Series–Partnerships)

CLIO – Nominee (Entertainment: Live Entertainment–Innovation)

CLIO – Nominee (Entertainment: Live Entertainment–Partnerships)

CLIO – Nominee (Sport: Fan Engagement–Digita)

CLIO – Nominee (Sport: Partnerships & Sponsorships)

THE ONE SHOW – Merit (Branded Entertainment)

THE ONE SHOW – Finalist (Branded Entertainment)

THE ONE SHOW – Finalist (Experiential & Immersive)

THE ONE SHOW – Finalist (Interactive Video)

ADC / THE ONE CLUB – Merit (Branded Content)

ADC / THE ONE CLUB – Merit (Experiential Design)

ADC / THE ONE CLUB – Merit (Interactive Video)