EA SportsInnovation Station

Super Bowl — San Francisco, CA

The Innovation Station event floor lit in blue, with game booths around the room and a green screen stage on the right

Overview

EA played host to the NFL’s Super Bowl media kick off with a one night event centered on an immersive showcase of their various gaming innovations. We led experience design, creative, tech, fabrication & install for all aspects of the activation.

Scope

Concept Development
Art Direction
Experiential Design
Game Design
Brand Design
Merch Design
Animation
3D
Content Capture
Creative Technology
AI & Machine Learning
Real Time Rendering
XR
Creative Production
Production Management
Event Management
Event Staffing
Fabrication & Install
Live Event Production
Technical Show Management

The Product Scanning booth: an empty cylindrical scanning rig on a round stage, framed by Madden NFL 26 and EA Sports panels

A guest posing with a football helmet inside the scanning rig while a staff member films them on a tablet

A guest crouching with a white football helmet against a blue backdrop

The same guest cut out on white, in a blue jersey and football pants, holding the helmet

The guest’s pose recreated as a chrome-blue 3D football player on black

An EA Sports FC 26 graphic about TRACAB live match data beside a close-up of a blue 3D jersey

A white wireframe drawing of the Volumetric Data booth on blue: the curved screen, a jersey on a plinth, and a front view

The Volumetric Data booth: a blue jersey sculpture on a plinth in front of a curved screen showing a live match

A Stadium Pulse wall with a College Football 26 sign glowing in a blue spotlight

A blue cylindrical podium with a touchscreen showing a college football game and a crowd-noise meter

Guests in front of the Stadium Pulse screen as their movements light up a red and yellow heat map

A guest striking a pose at the Stadium Pulse screen, which shows their figure in glowing particles on green

The Madden NFL 26 gaming lounge: a blue dome over three screens showing Seahawks vs Patriots, with round stools in front

The back of the event t-shirt, printed with a circle of text about the Super Bowl media party, worn in front of the Madden lounge