American Football has a huge following in the UK.
The NFL wanted
an ‘iconically London’ media moment
to generate excitement around Super Bowl 50.
So our audacious, pitch-winning idea was to create a one-of-a-kind projection stunt
which would transform The Shard into the Super Bowl 50 trophy.
The projection, captured from the North Bank of the Thames, used a ‘forced perspective’ technique, creating an optical illusion by restricting the field of view and adjusting the size of the objects to give the impression of greater distance.
The footage for NFL UK, which
tied in with their 50 Golden Tickets offer, was shared via broadcast, web and social.