Gallery
Multiplayer Game Installation
For Super Bowl LX, PepsiCo partnered with ArtProject to design and develop a high-impact multiplayer football game built to convert foot traffic into competitive engagement.
The objective: Create a fast, competitive, brand-forward activation that would stop foot traffic, drive participation, and translate the energy of football into a physical, measurable, multiplayer experience.
Quarterback Blitz — A four-player, real-time competitive football challenge built for maximum throughput and maximum spectacle.
Participants stepped into position, engaged physical sensors, and competed head-to-head in a dynamic scoring environment. Custom visual systems translated physical impact into responsive animation, live scoreboards, and podium-style victory moments.
The result: A fun and engaging game that kept fans coming back to play again.
Super Bowl week is not a controlled environment. It's loud, fast, crowded, and brand-critical.
The experience had to communicate instantly.
It had to attract attention from across the room.
It had to move players through quickly without friction.
And it had to reflect PepsiCo-level polish in every visual detail.