Super Bowl XLIV
South Florida
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An estimated 153.4 million total viewers watched all or part of the game. The game drew a national Nielsen rating of 45.0 with a 68 share, the highest for a Super Bowl since Super Bowl XXX in 1996 (46.0/68). The telecast drew a 56.3 rating in New Orleans and a 54.2 rating in Indianapolis, first and fourth respectively among local markets.
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To brand the stadium and event locations for the NFL Super Bowl in South Florida. The road to the Super Bowl is long and arduous. It is defined by a series of moments, both independent and inter-related, yet each critical to own in a team’s quest to reach the Championship game. We were challenged to develop a visual interpretation that effectively communicated the 2009 NFL Marketing Theme, Own the Moment, while also highlighting the location of South Florida.
Additionally, This location was being used for Pro Bowl, which happens one week before the Super bowl, so we were challenged with developing graphics that could be “swapped out” and used for both events. It was an exercise in design, resources, and time management.
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10 months Ideate, Design & Production as Senior Graphic Designer & Onsite Art Director
Besides creating and developing the visual graphics, I produced the construction documents to send to our printing vendors, including qualifying local vendors. It was also my responsibility to design the installation manual for our laborers to use onsite. Often our installers do not speak english, so I would make sure we had very specific, visual diagrams locating the graphics and their instructions for attachment to ensure that the right pieces were installed in the correct places with the appropriate hardware.
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Research included understanding the location through online and in-person site visits. Understanding the football fan and corporate sponsors to best decorate and utilize spaces for the event.
The final design created a branded and themed environment that allowed fans to be enveloped into the Pro Bowl and Super Bowl as two separate events. Utilizing a smart strategy to gain the best equities in product as well as develop two distinct events with overlapping decor was a challenge that we rose to. Being strategic as to what we changed and kept really allowed up to create two large scale events in one location over a two week period.
