Some projects are so rare, that they pretty much never come around. This was one of those. To show off the adidas & Louisville partnership and the improved Cardinal Football Stadium, we created a concept to get players and fans pumped as the Cardinals take the field. With the Heart of a Cardinal as the main concept, we used a combination of sound and visuals to create a “tunnel walk” experience that’s engineered to steadily build excitement and energy as the players approach the field.
The players walk from their locker room corridor, through the adidas club lounge with walls decorated with a Louisville vinyl mural and massive neon signs. During game day, the room is flooded in red lights that pulse to a heartbeat sound effect. The player’s path is lined with fans cheering players on as they head into the tunnel before taking the field.
Inside the tunnel we created a more gritty look & feel with custom posters that we wheatpasted along the side barriers and in the surrounding garage. In there, the heartbeat is amplified with strobe lights, fog and lasers to create an even more epic experience for the team and the exclusive audience.
We also created the end zone graphics (and the sponsor field wrap) to fit with the Heart Of A Cardinal concept.