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ThinkBreatheLive Transforms Super Bowl Audience

ThinkBreatheLive (TBL) helped more than 80,000 spectators at MetLife Stadium play a role in the Pepsi Super Bowl XLVIII Halftime Show. The creative agency conceived and executed a dynamic LED experience that turned the entire stadium into an immersive, panoramic concert screen. People in the stands wore specially designed hats equipped with LED technology provided by Montreal-based PixMob. The hats were remotely controlled to collectively form a massive LED screen on which TBL’s media was projected.

“We wanted everyone in attendance to have a great time and enjoy this technology, and for all of the people at home to say, ‘Wow, it must be amazing to be there,’” says TBL creative director Andy Jennison. “It’s an unprecedented way of presenting interactive content in live venues.”