NHL Boston Bruins In-Game Experience

CREATING THE ULTIMATE IN-GAME FAN EXPERIENCE

The Boston Bruins go to great lengths to make their fans feel like they are part of the game. From the moment a spectator enters the arena until the game ends, the individual experiences highly engaging nonstop entertainment.

The team commissioned Chameleon DG to re-design and update the complete in-game graphics package, over the past several years, playing a vital role in the overall look, presentation, coordination, and facilitation of the game day experience. The enhanced motion graphics thoughtout the arena has generated an increase of integrated sponsorship opportunities and revenue.

The in-game graphics re-design is built on a foundation of tradition and legacy, connecting with Boston’s toughness, resilience, and character. The amped up theme not only enhances the in-game experience, but expands to other team initiatives making for a cohesive identity platform that includes: Sponsorship Branding, Brand Extension, STH Renewals, OOH Advertising, Season Ticket Creative, Community Outreach, Ceremonial Special Events, Playoff Branding, Corporate Communications, Season Opener Events, Merchanding, and Social & Digital Platforms.

LIVE EXPERIENCE GRAPHICS PACKAGE

Fullscreen and Lower Third versions with coordinating LEDs including: Game Matchup, Fallback Animations, Goal Animations Sponsor Replay wipes, Marketing Shell Animations, Player introductions, Player Stats, Team Lineups, Power Play, Penalty, Let's Hear it animations, and more.

CLIENT

Boston Bruins

LOCATION

Boston, MA

INDUSTRY

Sports & Entertainment

SERVICES

Creative Strategy & Direction

Creative Concepting & Execution

Video Production

Motion Graphics

Animations

Visual Effects

Graphic Design

Editing

Music & Sound Design Engineering

TEAM MATCHUP

The Team Matchup graphic animation plays a prominent role in the in-game visual experience. We find that this animation becomes a fallback graphic, consistently played throughout the course of each game during time-outs, in-between periods, etc. This is why we pay particular attention to the design & feel that brings the arena to life, and to the hypnotic nature of the endless loop.

ICONIC BEAR GROWL

For years, the Boston Bruins have used video of a bear growling, standing on a rock to end each of the in-game open fan presentations, building excitement in the arena prior to the team entering the ice before each home game. Early on in our creative partnership with the team, we took it upon ourselves to revitalize this piece of video to make it more electrifying for fans and more symbolic of the intimidating attitude of the team. The up-close and personal approach of zooming into the bear growl, close enough to simulate the breath and saliva fogging up the screen, framed the intensity we were looking for. The customizable end screen gets clawed away to reveal the pulsing team logo. The reinvention of this piece of video has become an iconic part of the in-game experience going forward at Bruins games.

IN-GAME PRESENTATION

Visual entertainment amenities are an important aspect of Boston Bruins home games. Prior to each season, Chameleon DG works directly with the in-game presentation team to design and develop a high octane, Opening Night & Mid-Season pre-game open package that generates fan excitement. We play a vital role in the design strategy, editing, visual & sound effect coordination and overall graphic presentation for these digital assets. Each hype video package synchronizes the state-of-the-art giant 4k screens with the high-resolution rings as a focal point, along with 360 ̊ arena LEDs enhancing the crowd pumping immersive visual & audio experience.

IN-GAME GRAPHICS

The in-game presentation graphics re-design reflects a “Vintage” theme as a foundation, intended to represent the team's hard working, gritty style, and storied original 6 NHL franchise history. The team has a unique connection to the city and the brand platform needed to reflect Boston’s toughness, resilience, and character. The amped up theme not only enhances the in-game experience, but is expanded for the team's marketing initiatives, making for a cohesive branding platform that includes: Sponsorship Activation, Brand Extension Initiatives, STH Renewals, OOH Advertising, Season Ticket Creative, Community Outreach, Ceremonial Special Events, Playoff Branding, Season Opener Events, Merchandising, and Social Platforms.