POSE WITH
THE PROS

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 Design Director on this activation, I led a team of two designers and an intern, had the final call on the look, and owned 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.

The Challenges

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.