Launching a stadium… in a pandemic.
The brand-new SoFi Stadium in LA was slated to debut with a Taylor Swift concert in July 2020, then its first NFL season in Fall 2020. Of course, COVID-19 completely derailed all of our plans. By the time we made it to August, it became clear that football would still be happening… but sans 70,000 fans.
So how did we introduce the stadium in the most SoFi way possible? For us, that always starts with our members and giving them the best possible experience: in our app; with our Certified Financial Planners; or, in this case, as the very first fan ever allowed into SoFi Stadium.
The result was an amazingly fun representation of every fan’s dream — to have free reign in your hometown team’s stadium — with a few celebrity cameos, and of course, VIP treatment for all.
FEATURED IN
The next year, when SoFi Stadium finally made its full debut to 70,000 fans per game, we were more than ready to welcome them. We instituted signage and branding that felt right at home in the state-of-the-art architectural marvel. We created fan experiences for both home teams in our entitlement zone, SoFi Circle, located directly across from one of the end zones. And finally, we created captivating content and bespoke graphics to feature on SoFi Stadium’s iconic 70,000 square foot Infinity Screen.
CREATIVE direction
#1 Fan: Created in house by SoFi’s Creative Studio with production by Caveat.
SoFi Stadium in-stadium surfaces: Mix of graphics created in house by SoFi Studios, Troika, and Master of Shapes.
Lead SoFi team:
ECD: Jonathan Woytek / GCD: Jackie Linayao, Ian Graham / Sr. Copywriter: Marty Bonacorso / Sr. Art Directors: Alex Curran, Matthew Wyne / Designer: Carlo Beza / Producers: Gretchen Klotz, Deiter Segura, Greta Sohn / Motion Graphics: Caleb Grady, Matthew Cho / Architecture & Industrial Design: Dustin Malstrom