Fox Sports - Super Bowl LI Billboard

160over90 partnered with FOX Sports for this giant Super Bowl billboard that hung right on the 20th Century FOX building in LA. The design direction needed to be fully worked out before the conference finals, so I developed two visual treatments using working key art images for the athletes (alternate is below). Once we knew for sure the teams that would enter the Super Bowl, I got to work replacing the athletes with approved photos and compositing again.

Working at full billboard resolution would have been impossible, so I worked at a comp dimension only a fraction of the total board. The files were still unwieldy in Photoshop, so that meant I had to commit to changes and work flatter.

Alternate Direction


Agency 160over90Client FOX SportsChief Executive Officer Shannon SlusherChief Creative Officer Darryl CilliExecutive Creative Director Konstantinos PsimarisExecutive Producer Tom AmmonSenior Designer Joe Dunlap