Moment Factory was approached by the NFL and world-renowned event organizers PPW to create Super Bowl Virtual Theater, a spectacular multimedia show projected on the outdoor façade of Macy’s Herald Square in New York, on the evenings leading up to Super Bowl XLVIII.

Located in the heart of New York City, this projection mapping show is a main attraction of “Super Bowl Boulevard”, a series of football-themed events spanning thirteen-blocks along Broadway, from 34th to 47th Street. For four nights, the eight-minute show is projected multiple times on the iconic Macy’s storefront, a surface of 3390 square feet. NFL fans are treated to a stunning mix of 2D and 3D animation effects mixed with a plethora of archival NFL footage ranging from 8 millimeter to digital.

I was in charge of the 3d building modeling from LIDAR scans and photos references. A crumble done in Thinking Particles (last minute cancelled), the 3d ice formation, opening and tunnel (using my tools Demolition Master and Map Transfer), ball disintegration, and the final gatorade splash simulated with Realflow.