CBS Sports
CBS Sports
X SCAD Pro
X SCAD Pro
CBS Sports
X SCAD Pro
Marketing
Branding
CBS Sports came to SCADpro with a challenge: Super Bowl LVIII was coming to Las Vegas, themost theatrical city in America — and they needed AR graphics worthy of the moment. Not dataoverlays. Not scoreboard updates. Something that could make 100 million people feel the game,not just watch it.
CBS Sports came to SCADpro with a challenge: Super Bowl LVIII was coming to Las Vegas, themost theatrical city in America — and they needed AR graphics worthy of the moment. Not dataoverlays. Not scoreboard updates. Something that could make 100 million people feel the game,not just watch it.
Project Overview
Client: CBS Sports
The Ask: Immersive AR graphics for the most-watched television event of the year
Team: 18 students across 10 degree programs, 5 countries, 10 states
Timeline: 10 weeks (2023)
Over 10 weeks, I led writing and narrative for 18 students across 10 design disciplines on a SCADpro collaboration with CBS Sports, conceptualizing AR graphics for Super Bowl LVIII's broadcast.
The team was building graphics. My job was to find the one story worth telling then make sure all 18 of us were telling it together.
Project Overview
Client: CBS Sports
The Ask: Immersive AR graphics for the most-watched television event of the year
Team: 18 students across 10 degree programs, 5 countries, 10 states
Timeline: 10 weeks (2023)
Over 10 weeks, I led writing and narrative for 18 students across 10 design disciplines on a SCADpro collaboration with CBS Sports, conceptualizing AR graphics for Super Bowl LVIII's broadcast.
The team was building graphics. My job was to find the one story worth telling then make sure all 18 of us were telling it together.
My Role: Writing Lead
Found the story that gave the team a reason behind every decision and curated the overall narrative across the project.
Developed the final three-part live broadcast-style presentation on SCAD's XR Stage.
Wrote the Super Bowl promotional commercial — script, narration, and concept — that aired during pre-show of the presentation
Managed weekly check-in reporting and documentation, keeping a team of 18 aligned across a 10-week timeline.
Recognition
CBS DOCUMENTARY
SCAD DISTRICT
NFL on X
My Role: Writing Lead
Found the story that gave the team a reason behind every decision and curated the overall narrative across the project.
Developed the final three-part live broadcast-style presentation on SCAD's XR Stage.
Wrote the Super Bowl promotional commercial — script, narration, and concept — that aired during pre-show of the presentation
Managed weekly check-in reporting and documentation, keeping a team of 18 aligned across a 10-week timeline.
Recognition
CBS DOCUMENTARY
SCAD DISTRICT
NFL on X
100M+
Viewers reached through the Super Bowl LVIII pregame broadcast.
100M+
Viewers reached through the Super Bowl LVIII pregame broadcast.
6
AR graphics built around one unifying campaign idea.
6
AR graphics built around one unifying campaign idea.
1 Storyline
The idea behind the entire project
1 Storyline
The idea behind the entire project
DISCOVERY
Finding The Narrative
The job before the job — while the team designed graphics, someone had to find what the project was saying
CBS's brief was direct: build AR graphics worthy of Super Bowl LVIII in Las Vegas. While the design team started sketching, I worked in parallel on the question underneath the brief — what story would actually make 100 million people care?
We worked on a hashtag first : Inherit the Fandom.
We started with a hashtag: Inherit the Fandom. The easy answer was spectacle — neon, cards, slot machines. But spectacle doesn't explain why people watch a football game at all. Fandom isn't chosen. It's passed down — a parent, a sibling, a jersey handed over with this is our team. From that hashtag, we built the story to prove it: a father passing his fandom down to his daughter, told through the CBS commercial. The graphics and the story grew together from there — six different AR packages, one shared idea underneath all of them.
DISCOVERY
Finding The Narrative
The job before the job — while the team designed graphics, someone had to find what the project was saying
CBS's brief was direct: build AR graphics worthy of Super Bowl LVIII in Las Vegas. While the design team started sketching, I worked in parallel on the question underneath the brief — what story would actually make 100 million people care?
We worked on a hashtag first : Inherit the Fandom.
We started with a hashtag: Inherit the Fandom. The easy answer was spectacle — neon, cards, slot machines. But spectacle doesn't explain why people watch a football game at all. Fandom isn't chosen. It's passed down — a parent, a sibling, a jersey handed over with this is our team. From that hashtag, we built the story to prove it: a father passing his fandom down to his daughter, told through the CBS commercial. The graphics and the story grew together from there — six different AR packages, one shared idea underneath all of them.
DESIGN & WRITE
Writing The Father And Daughter
From insight to screenplay.
I co-wrote the CBS promotional commercial, titled Inherit the Fandom, with Lauren Thompson — built to tell that exact story. A father passes his fandom down to his daughter: she hears a crowd cheering, follows the sound through the Las Vegas Strip, and ends up beside him on the field at Allegiant Stadium, dressed for the game they were always going to play together.
“Viewer. Watcher. Spectator. Audience or fans — no matter what you call them. It's an emotion. It's a gift.”
Keeping the Team Aligned
Every week, I wrote the check-in reports that translated design decisions into language CBS's team could respond to — and brought their feedback back to a team spanning 10 disciplines and 5 countries.
“You all heard us.” — CBS Sports
DESIGN & WRITE
Writing The Father And Daughter
From insight to screenplay.
I co-wrote the CBS promotional commercial, titled Inherit the Fandom, with Lauren Thompson — built to tell that exact story. A father passes his fandom down to his daughter: she hears a crowd cheering, follows the sound through the Las Vegas Strip, and ends up beside him on the field at Allegiant Stadium, dressed for the game they were always going to play together.
“Viewer. Watcher. Spectator. Audience or fans — no matter what you call them. It's an emotion. It's a gift.”
Keeping the Team Aligned
Every week, I wrote the check-in reports that translated design decisions into language CBS's team could respond to — and brought their feedback back to a team spanning 10 disciplines and 5 countries.
“You all heard us.” — CBS Sports
DELIVERY
We Became The Broadcast
We didn't pitch CBS. We broadcast to them.
I wrote a full halftime-news-format script, and the team performed it live on SCAD's XR Stage as on-air anchors, field reporters, and a studio audience — introducing all six AR graphics in character, at broadcast scale.
[Image gallery — XR Stage, presentation stills]
KEY LEARNINGS
Someone Has To Find What To Say
Eighteen people, ten disciplines, ten weeks of design work — none of it starts moving in the same direction until someone answers the question underneath the brief: what is this actually saying, and why should anyone care? That was my job here. It's the job I want next, on a bigger brief, for a bigger audience.
Fandom is inherited. So is the instinct to find the story underneath everything.
DELIVERY
We Became The Broadcast
We didn't pitch CBS. We broadcast to them.
I wrote a full halftime-news-format script, and the team performed it live on SCAD's XR Stage as on-air anchors, field reporters, and a studio audience — introducing all six AR graphics in character, at broadcast scale.
[Image gallery — XR Stage, presentation stills]
KEY LEARNINGS
Someone Has To Find What To Say
Eighteen people, ten disciplines, ten weeks of design work — none of it starts moving in the same direction until someone answers the question underneath the brief: what is this actually saying, and why should anyone care? That was my job here. It's the job I want next, on a bigger brief, for a bigger audience.
Fandom is inherited. So is the instinct to find the story underneath everything.
