AR

Case Study · AT&T Stadium · Dallas Cowboys

Client: AT&T · Venue: AT&T Stadium, Arlington TX

POSE WITH
THE PROS

AR Fan Experience · Powered by AT&T 5G

10+
Stadium Kiosks
Viral
Social Reach
M+
Social Views
Live
Still Running

The Brief

Put Fans Inside
The Game

AT&T Stadium — home of the Dallas Cowboys and one of the most technologically advanced venues in the world — needed an activation that would showcase AT&T's 5G capabilities while creating a genuinely memorable fan moment. The goal: let fans pose alongside their favorite Cowboys players in an AR photo experience, then share it instantly from their phones.

My Role

UX Architecture
+ Visual Direction

As the lead designer on this activation, I was responsible for the complete UX flow — mapping every touchpoint from attract screen to final share. The visual design was a close collaboration with AT&T's brand team, ensuring the experience felt native to both the Cowboys and AT&T identity systems. I also drove production through shifting requirements and tight deadlines across an in-house team and multiple vendors.

UX Flow Design UI / Visual Design Brand Collaboration Production Direction Vendor Coordination

Experience Flow

01
Attract
Idle kiosk draws fans in with Cowboys imagery and branding
02
Select Players
Fan chooses up to 5 Cowboys players to pose with
03
AR Photo
Camera captures fan with selected players composited in real-time
04
Confirm
Fan reviews their photo and GIF before sharing
05
Share
Delivered instantly via text or email. Branded. Social-ready.

Deployed · AT&T Stadium Concourse · Arlington, TX · 10 Kiosks

Kiosks deployed on AT&T Stadium concourse

"Ten kiosks. One of the most recognizable sports venues in the world. Still running."

Screen Design · Full Experience

The Challenges

01
The COVID Pivot Mid-project, the pandemic made touchscreen kiosks a health concern. The team engineered a touch-free control system — fans used their own phones via QR code to control the kiosk remotely. A complete UX rethink under pressure, executed without missing deployment.
02
Moving Targets Roster changes, brand guideline updates, and shifting deadlines required constant design iteration. Maintaining quality and consistency across versions while keeping vendors and the in-house team aligned was a continuous coordination effort.
03
Dual Brand System The experience had to feel authentically Cowboys while being unmistakably AT&T — two powerful brand identities sharing the same screen. The design had to honor both without diluting either.

The Outcome

Pose With The Pros went viral — accumulating millions of views across social media and becoming one of the most recognized fan engagement activations in the stadium. The experience shipped on schedule despite a full COVID UX pivot mid-production. It is still live today across 10 kiosks on the AT&T Stadium concourse.

10+
Kiosks Deployed
Viral
Millions of Views
Live
Still Running Today
5G
AT&T Network Showcase

The Result

"Pose With The Pros went viral — accumulating millions of views across social media and becoming one of the most recognized fan engagement activations in the stadium. The experience is still live today, continuing to deliver the moment AT&T and the Cowboys set out to create: a fan-first, technology-forward memory you can take home."