Amazon Prime TNF— Super Bowl Activation

Boom Ventures engaged Overlook to design an experience for Amazon’s Thursday Night Football at Radio Row in the lead-up to the Super Bowl. The objective was to introduce members of the press to the technology powering Amazon’s weekly broadcast and demonstrate how real-time data is transforming the way fans experience the game.

To stand apart within the highly charged visual environment of Radio Row, we created a space that felt both contained and transparent—providing a focused setting for conversation while remaining visually connected to the energy around it. Within the space, brand ambassadors guided visitors through the stats-driven, real-time overlays that bring another layer of insight and storytelling to the live game.