Setting a new standard in fan engagement—with an awe-inspiring visual experience that took Atlanta to new heights.
Atlanta’s Mercedes Benz Stadium—home to the newly minted Atlanta United Soccer Club and the iconic Atlanta Falcons of the NFL—wanted to set a new standard in fan experience. The stadium had redefined the concept of a “jumbotron” with a full 360-degree screen, as well as additional screens of assorted shapes and forms needed to be connected together into one cohesive experience.
Tasked with creating an experience for the MLS team, Atlanta United players and fans, we created a ritual that has become the cornerstone of the team’s identity. Establishing the concept in the city’s rich railway history, we were able to create an experience rooted in authenticity and belonging—a ceremonial spike driven into the ground to represent a great union.
Ryan Summers, Cody Tilson, Jason Esser
Patrick Coleman, Anthony Palermo, Mark Walczak, Donnie Bauer, Ryan Duff, Jared Willard, Spencer Seibert