Kraft Heinz / JELL-O

We know how to make the stadium part of the show.

Tool Experience builds the thing worth talking about.

Then we shape how it's shared.

Sometimes it's an earned stunt. Other times it's a fully designed flagship activation.

We fuse experience design, event production, and creative technology to turn moments into emotion, memory, and attention that sticks.

We've picked up some of the shiniest trophies on the biggest stages — but our clients hire us for the work, not the hardware.

Selected work

5G Stadium · Verizon

We synced 50 live 5G phones to a dome projection at the Super Bowl

2020 Telecom · Sports · Entertainment

The challenge

Verizonneededtodemonstratetheconcrete,experientialvalueof5GtoNFLfansatthesport'slargestculturalmoment.

Super Bowl LIV in Miami — the NFL's flagship event and a proving ground for 5G's consumer promise.

The idea

Putalive,AR-enabled5Gdeviceineveryviewer'shandsandletthemcontrolhowtheyexperiencethegame—volumetricreplays,multi-cameraangles,andARplayerstats—whileadomeprojectionwrappedaroundthem.

A dome-and-device system that made 5G's promise to the NFL tangible, hands-on, and impossible to dismiss.

The experience

01

Entered a dome at Bayfront Park and took a seat, each equipped with a synced 5G phone.

02

Watched 8K dome-projected footage that descended from the sky into the middle of NFL gameplay.

03

Used their phone during designated interaction windows to explore AR wayfinding and player stats.

04

Switched between multi-camera viewing angles in real time.

05

Called up 3D volumetric replays on demand — all driven by 5G on-device.

What we made

018K fulldome footage shot at Hard Rock Stadium on RED Monstro with the Entinya HAL 250 at 220+ degree FOV, using drone rig and Techno-crane.

02Custom fisheye-to-latlong-to-4K×4K compositing and tilt pipeline built in-house.

03VFX crowd replacement using stylized particle FX and light treatments referencing cell phones in the stands.

04Graphic drone intro/outro sequences with countdown and stratosphere flyout.

05Unity app running on fifty synced 5G devices — supporting AR, multi-camera views, and volumetric replays.

06LTC-encoded audio sync decoded via custom openFrameworks application, passed through a custom node server over WebSockets to all devices.

07AR tracking system using ARCore 3DOF, compass data, and a CAD model of the dome — with a control backend for real-time monitoring and calibration between sessions.

08Multiple AR prototypes testing marker-based, 6DOF, and 3DOF tracking approaches before landing on the final solution.

Proof

50 synced 5G devices

All locked to dome content via custom WebSocket server

220° FOV capture

8K RED Monstro with zero stitching artifacts

AR in hostile conditions

Low light, moving image, curved surface — solved with 3DOF + compass

Event Marketer Ex Award

This project required Tool to solve simultaneously for large-format dome production, precision real-time device sync, and AR in one of the worst possible environments for tracking — low light, moving projected imagery, and a curved surface. The result is a proof of capability across content production, creative technology, and interactive systems engineering working as one.

Selected work

Thursday Night Football Live Extension · Twitch

We turned a live NFL stream into aninteractive prediction game

2018 Sports · Streaming · Entertainment

The challenge

TwitchneededtodeepenviewerengagementduringtheNFL'sfirstseasonoflive-streamingThursdayNightFootball—turninglean-backwatchingintoactiveparticipation.

The 2018 NFL season marked a landmark moment for live sports streaming, with Thursday Night Football landing on Twitch and signaling a shift in how fans consume live games.

The idea

Giveeveryviewerareasontostaylockedin—notjustwatchingthegame,butcompetingagainsteveryoneelsewatchingit.

A custom Twitch extension transformed passive Thursday Night Football viewers into active competitors — season-long.

The experience

01

Watched Thursday Night Football live on Twitch inside the custom extension

02

Checked real-time team stats — passing/rushing yards, sacks, time of possession, and more — to inform their picks

03

Answered Game Projections (winner, final score, yardage totals) for the highest point rewards

04

Answered Quarterly Projections — six randomized over/under questions per quarter, with point multipliers that decreased as the clock ran down to reward early risk-takers

05

Answered Bonus Drive questions for moderate points based on timing and instinct

06

Tracked their scores on the 'My Projections' tab as results came in

07

Competed on a season-long community leaderboard with tiered placements and corresponding rewards such as badges

What we made

01Custom Twitch extension integrated directly into the Thursday Night Football live stream

02Live head-to-head stat comparison interface (passing/rushing yards, sacks, time of possession, average yards against)

03Three-tier prediction question system: Game Projections, Quarterly Projections, and Bonus Drives

04Randomized Quarterly Projection question bank (dozens of possible statistics, six pulled per quarter)

05Decreasing-multiplier point mechanic to incentivize early answers within each quarter

06Season-long community leaderboard with tiered placement and badge rewards

07'My Projections' tab for per-question score tracking in real time

Proof

GeekWire press feature

Cited as a signal for live sports' digital future

Season-long engagement

Mechanics designed to drive weekly return visits

NFL's Twitch debut

First season of TNF live-streamed on Twitch

Addy Silver

Addy Bronze

This project demonstrates Tool's ability to design and build a fully custom interactive layer on top of a major live broadcast — architecting engagement mechanics, real-time data interfaces, and season-long reward loops that kept viewers returning week after week.

Selected work

Netflix x Doritos – The Dinamita Challenge

Building participatory IP that earns attention beyond the spot.

View project