Unsaid Studio Brings Life to SoFi Stadium’s Unusually Shaped Screen

‘There’s this crazy shaped screen at the upcoming Super Bowl venue…’ 

This was the initial spark that led Unsaid Studio to create a range of branded content for the incomparable SoFi Stadium in Los Angeles.

Unsaid got together with Troika to design and animate visually arresting artwork for the cylindrical screen at the heart of the stadium. The aim - to mesmerise, engage and inspire.

"Throw the brand guide out… let's go bowling with their logo." - Tom Alex Buch, Unsaid Studio creative director.

The challenge for the creative team was to give life to the screen while incorporating all aspects of SoFi’s brand. Fortunately, SoFi’s approachable bright colours and bold shapes combined with the liveliness of the sports stadium allowed the team to unreservedly explore the unique potential of the odd-shaped screen… Let the games begin!!

The brief asked for two things: ambient branded looping designs that were totally open and unscripted along with designs that were more conceptual and connected to a story.

The team felt it fitting to gamify the screen, creating branded pachinko boards and mini golf courses that embodied the energy of the stadium.

By turning the limitations into opportunities, Unsaid broke boundaries with simulated physics and visual experimentation. They extracted 3D shapes from SoFi's logo and created a sandbox to experiment within, resulting in playful and kinetic animations. 

The Creative Sandbox

As pragmatic creative problem solvers, Unsaid Studio is diligent in their research and experimentation. 

“We enjoy the chaos of exploring a vast set of ideas and then whittling them down” - Tom Alex Buch, Unsaid Studio creative director.