PECHANGA + SOFI

CREATIVE DIRECTION

Continuing the longstanding creative relationship with Pechanga Resort Casino, we were tasked with helping to shape how their Sofi Stadium sponsorship could come to life. We provided strategic and design consultation to ensure the partnership stayed on brand. This included development for naming, identity, and signage for the various sponsored areas throughout the stadium. Central to the sponsored assets is the Pechanga Pillar, a must-see, attraction for fans. Working closely with Sofi, The Rams, and The Chargers, we developed a content plan for the video column that changes modes depending on what’s happening in the stadium. Below are extracts of the creative development. All work produced at Pyxis.

EXPERIENTIAL MODE

The primary state of the pillar is a rich, visual celebration of Pechanga's brand, its fandom for our LA teams, and its deep Southern California roots. It's a seamless visceral journey through abstract landscapes, shifting compositions, and gestural animation. Using the four sides of the pillar as a single screen, we developed concepts that treated the pillar as a empty vessel to be filled with an endless stream of artistic expression.

CUSTOM "P" SERIES

SOUTHERN CALIFORNIA SERIES

TEAM SERIES - LOS ANGELES RAMS

TEAM SERIES - LOS ANGELES CHARGERS

GAMEDAY MODE: PILLAR PROGRAMMING AND CONTENT MAPPING

Part of the overall assignment was to establish a content strategy that would integrate the pillar into the gameday presentation and enhance the visitor's in-stadium experience. We established a dynamic content grid that would shift over the course of a gameday, delivering value-add game related content - everything from leagues scores to social media feeds. The pillar also synced with the other screens within the stadium to take part in game triggered events like touchdowns and crowd prompts. The system was designed to leverage each teams graphic identity, making the pillar an integral part of the live gameday presentation. We were responsible for the strategy, concept develoment, and blueprinting. Below are a some examples.

LOS ANGELES RAMS

LOS ANGELES CHARGERS

COUNTDOWN CLOCK + REDZONE + VISITOR INFO

SPORTSBOOK + FANTASY

PECHANGA + TEAM TAKE OVER

PECHANGA MARKETING TAKEOVER

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