Super Bowl Virtual Theatre by Moment Factory

Moment Factory makes the façade of Macy’s Herald Square store in New York, come to life.

MONTREAL – Headquartered in Montreal, Canada, Moment Factory has been enjoying a string of successes, making its mark as one of the most sought-after multimedia and entertainment studios in the world. Nonetheless, the creative agenda that the young practice pursues remains simple; engaging in prolific – and stimulating – partnerships so as to keep innovating and providing truly unforgettable urban media experiences. One thing’s for sure, Moment Factory appears to be operating around-the-clock. The team never seems to take a day off, grasping every opportunity that presents itself to turn everything upside down.

Most recently, the studio went all out when asked by the National Football League and event production company PPW to make the 300-sq-m façade of Macy’s Herald Square store in New York, come to life. As the city was going full throttle with events and festivities for Super Bowl XLVIII,  Moment Factory went on to illuminate the building with a set of show-stopping projections, physically enhancing the public spaces it borders.

The 8-minute-long dynamic installation – part of many other Super Bowl festivities set up along Broadway in Times Square, that ran over four consecutive nights – projected archival footage of NFL game action, from which striking 3D effects popped out, taking the annual championship game and all of its traditions to whole new level.

Photos courtesy of Moment Factory





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