The Strategy

For the 2016/17 season of the Dallas Cowboys, one of our content pitches looked at expanding on a successful in-game jumbotron video from last year. Updating the “Parallax” video would allow us to bring in new players, like successful rookies Dak Prescott and Ezekiel Elliot, as well as enhance the technique and graphic layers used in the piece.

The Experience

Using a mix of existing highlight footage and photos, the 900lbs team created an action packed, 60 second video that is currently being played every 4th quarter on the famous Jumbotron at AT&T Stadium. The heart of the piece is an intricate motion graphics technique called “camera projection” where the static photos are “projected” onto 3D models to give them added life and motion. We paired this technique with contextual highlights, providing an added layer of impact. Also included are traditional motion graphics filters and 2D parallax animation. We collaborated with our go-to partners at Dallas Audio Post for the custom music track which utilized some beats created by our good friend, the late, great DJ Whiz (Anthony Johnson).


Player/team footage utilized in this video is owned by the National Football League, Blue Star Operations Services LLC and the Dallas Cowboys