Direct TV
For Super Bowl LVI, DIRECTV set out to create a memorable arrival experience for guests attending MaximBet’s exclusive viewing celebration in downtown Los Angeles. The activation needed to make an immediate impression while working within a compressed production schedule and the challenges of a unique industrial venue.
With just 35 days from concept to completion, the project also required installation on uneven warehouse flooring and in extreme outdoor conditions—all while maintaining the premium look and feel expected for one of the year’s biggest sporting events.
Working closely with DIRECTV’s creative team, A3 Visual helped bring the activation to life through a combination of large-format graphics, experiential fabrication, and installation. To meet the accelerated timeline, our team paired custom printed graphics with an in-stock tunnel structure, creating a striking entrance without the need for extensive custom fabrication.
The 40-foot-wide by 50-foot-deep tunnel featured LED mesh technology integrated with custom video content, creating an immersive experience as guests entered the venue. Exterior graphic wraps and strategically placed lighting completed the installation, transforming a functional structure into a high-impact branded environment.
The completed activation became one of the defining visual moments of the event, serving as both a dramatic entrance and a natural gathering place for guests. The immersive tunnel quickly evolved into a popular photo opportunity, extending the DIRECTV brand experience beyond the venue itself through attendee engagement and social sharing.
By combining creative problem-solving, efficient production, and expert installation under an accelerated timeline, A3 Visual helped deliver an activation that demonstrated how thoughtful experiential design can create lasting impressions—even under demanding conditions.
