Phase 1 — Pre-Game: Building Anticipation
The campaign began with an abstract, brand-led expression of data at scale, establishing a distinct visual language ahead of the event. Visual direction spanned layout, motion, and content hierarchy, shaping how the system came to life across the experience.
In close collaboration with a 3D artist, the visual language of form and motion was directed to represent underlying data in a way that felt dynamic, immersive, and distinctly NetApp.
From Anticipation to Action
As the event approached, the experience shifted from abstract storytelling to more concrete, game-day content. This transition preserved the visual language while making the experience more immediate and grounded in the reality of the game.
Phase 2 — Game Day: Real-Time Experience
As game day approached, the experience transitioned to more concrete, game-day content, introducing team matchups and more recognizable imagery. This phase required rapid iteration and close collaboration with content and stakeholders, adapting quickly as information and approvals evolved in real time.
Motion played a key role throughout, reinforcing a sense of energy and momentum across the experience. It guided attention, supported the evolving content, and maintained a cohesive rhythm as the experience shifted toward game day.
