Overcoming an aversion to football that’s been with us since high school, we brought the pain to MetLife Stadium.
Having recently rebranded, MetLife needed to rethink their presence at MetLife Stadium, home to the NFL’s New York Jets and Giants. Extending the nascent brand into new territory appropriate for the gridiron, we developed a dynamic visual language pairing bold graphics and black and white photography. Renowned photographer Christopher Griffith was tapped to execute on our vision, resulting in iconic footage of athletes running, diving, and tackling across massive walls and video displays throughout the stadium. To add to the fun, fans of each team were enlisted during a preseason game for an on-site photo shoot. The most loyal (and lively) found themselves permanently featured in large scale lightboxes above bathroom entrances. Multiple 13-year-old minds were blown.