Experiential

Bobblehead Hall of Fame.

Date

2019

Client/Agency

SF Giants/The Famous Group

Role

Creative Director, Design, 3D & Animation

Case Study Film - 2:00

The SF Giants have one of the longest running bobblehead traditions in baseball. This experience was built to celebrate a new bobblehead release and give fans something they'd never had before, the chance to walk into the stadium and become one. The space doubled as a museum, with every bobblehead in the Giants' history on physical display, and a digital hall of fame on the back wall that grew in real time as fans moved through.

I led the concept, art direction, design, animation, 3D, and the physical space design from the ground up.

The Challenge

The core design problem was people flow. Getting fans through the space efficiently, making sure the camera captured them at the right angle for the face mapping to work, and keeping the experience feeling personal and fun even when the room was packed. The camera position and the floor marker placement were critical, if someone stood slightly off, the face mapping wouldn't land right. Getting that locked in early shaped everything downstream.

Experience Screen Designs

The Approach

People entered the space, guided by a brand ambassador, and stood on a marker on the floor. A camera captured their photo and displayed it on a large screen in front of them. Once they approved it, the system processed the image and mapped their face onto the 3D bobblehead character. Their personalized bobblehead then appeared on the giant LED wall running the full length of the back of the space, adding them to the digital hall of fame alongside every previous fan who had come through.

They walked away with a digital version they could share on social media, and the whole thing was designed to be themeable, different jerseys and visual treatments could be swapped in for special events and game nights throughout the season, keeping the experience fresh across a full year of programming.

All of the 3D work was built to support that flexibility, and every fan was tracked and logged, giving the Giants a data set they used for outreach later in the season.

Environmental Design

Send-to-Display Design

Activation Tablet Designs

The Outcome

Thousands of people came through on opening night alone. Over the course of the season it became one of the most trafficked areas in the stadium, working both as a fan experience and as a brand and outreach tool for the team.

Opening Day & Behind the Scenes

Jeff Levine

Fake-Up

Creative Director, Designer & Artist