NEW YORK — Event organizers PPW are bringing Super Bowl XLVIII fever from New Jersey’s Meadowlands to downtown Manhattan on the evenings just prior to the Big Game on Feb. 2. The section of Broadway running from 34th to 47th streets, which includes Times Square, has been designated Super Bowl Boulevard. Moment Factory is providing an assist with large-format projection on the façade of Macy’s flagship retail location. Their eight-minute shows, pictured here in rehearsals, will be seen every half hour from 5:30 to 9:30 p.m. between Jan. 29 and Feb. 1.
More details from Moment Factory (www.momentfactory.com):
Epic Multimedia Show for NFL’s Super Bowl Boulevard, to Be Projected On Macy’s Iconic Storefront, Commissioned by PPW
Moment Factory is helping Super Bowl Boulevard come alive with a spectacular multimedia show projected on the outdoor fac?ade of Macy’s Herald Square on the evenings leading up to Super Bowl XLVIII. Following the success of multimedia shows Moment Factory created on Barcelona’s Sagrada Familia and the Atlantic City Boardwalk Hall, as well as their visuals for Madonna’s Halftime Show during Super Bowl XLVI, the company was approached by the NFL and world-renowned event organizers PPW to create Super Bowl Virtual Theater in the heart of New York City.
The prestigious commission is a main attraction on Super Bowl Boulevard, a thirteen-block initiative which takes over one of the world’s most famous urban walkways: Broadway, from 34th to 47th Streets. Every half hour from 5:30 to 9:30 p.m. between January 29 and February 1, the iconic Macy’s storefront becomes a canvas for an eight- minute multimedia celebration.
The show’s visuals feature original footage, 2D and 3D animation, and special effects. Images morph, come out of the “screen” and grab you, an engaging experience that’s as exciting as football itself. Like most of Moment Factory’s large scale shows, Super Bowl Virtual Theater required the collaboration of the company’s multicultural in-house team, including technology, motion design, and management, as well as proven expertise in conceptualizing and creating these highly engaging environments. And, while designing special effects, the artists worked in consideration of Macy’s unique architecture, and the urban setting of the show.
Moment Factory’s multimedia artists developed the five-act narrative around the idea of fusion. The storyline explores the coming together of the game’s two hosts, New York and New Jersey; football’s exhilarating history, present and future; and the embrace of winter as a force in this year’s game. It also celebrates the teams competing, and legendary NFL players who unite to triumph over perceived physical limits and achieve the impossible.
Throughout the six-month creation process of Super Bowl Virtual Theater, the artists worked with NFL Films to source stunning archival footage ranging from 8 millimeter to digital. A powerful soundscape features music inspired by the spirit of football and the hip-hop and rock legacies of New York and New Jersey. The original soundtrack also incorporates NFL orchestration, emphasizing the sport’s heroic legacy. From conception to production, Moment Factory’s epic celebration of football goes beyond the sport itself to ignite our faith in teamwork, the triumph of the human spirit, and a force greater than ourselves.
