Lighting Up the Draft: Projection Mapping for Fan Engagement at the 2024 NFL Draft in Detroit
Executive Summary
In April 2024, the NFL Draft descended upon Detroit, transforming the city into a hub of sports fandom and media spectacle. While the main draft area buzzed with activity, our team was tasked with extending that energy beyond the official perimeter—bringing the excitement to fans outside the core event space. Using high-powered projection mapping technology, we created a dynamic visual experience that showcased which teams were “on the clock” in real time, using vivid team colors, logos, and animations. This white paper explores the strategy, execution, and impact of this activation, offering insights into how projection mapping can elevate live events and engage audiences in new ways.
Introduction
The NFL Draft is more than a sports event—it’s a cultural moment. With millions watching on television and thousands attending in person, the draft represents a unique opportunity to connect with fans in immersive and memorable ways. In Detroit, the challenge was clear: how do we bring the draft’s energy to fans who aren’t inside the main draft area? Our solution was to use projection mapping to turn a nearby block of buildings into a living scoreboard—broadcasting team updates in real time and transforming the streets into a shared celebration.
Industry Context
The NFL Draft has evolved from a simple player selection process into a marquee entertainment spectacle. Today, it commands millions of television viewers and attracts tens of thousands of in-person attendees each year. Fans now expect more than just the draft picks as they seek immersive, shareable, and memorable experiences that extend the energy of the event well beyond the main stage.
Recent years have seen a deliberate shift in how the draft engages its audience. Beyond traditional broadcasts, the NFL has embraced fan festivals, live concerts, interactive sponsor activations, and immersive design elements such as projection mapping, augmented reality, and dynamic stage environments. These innovations have expanded the draft’s cultural footprint, transforming it into a hybrid of sports, entertainment, and technology.
However, a central challenge remains for event organizers: sustaining deep engagement with both on-site and remote audiences. With large crowds spread across city centers and millions tuning in virtually, it is difficult to deliver an equally dynamic experience for all participants. Static signage, limited sightlines, and traditional broadcast coverage often leave segments of the audience disconnected from the immediacy of the draft’s drama. This creates an opportunity (and a challenge) for organizers to design activations that are not only visually striking, but also scalable, responsive, and capable of connecting fans to the moment in real time.
Challenges and Pain Points
Despite the scale of the NFL Draft, physical space is limited. Fans outside the draft area often miss out on the immediacy and spectacle of the event. Traditional signage and screens can’t always reach these audiences, and static visuals lack the dynamism needed to match the excitement of the moment. We needed a solution that was:
- Visually striking and large-scale
- Real-time and responsive
- Brand-consistent for all 32 NFL teams
- Technically feasible across a wide street in downtown Detroit
Display Group’s Approach
We deployed a series of high-lumen projectors across the street from a prominent block of building façades near the draft zone. The buildings became our canvas. As each team went “on the clock,” the projection would shift to display:
- The (NFL) team’s logo and colors
- Animated transitions and countdowns
- Visual effects synced with live draft data
This created a beacon of excitement visible to fans blocks away, drawing crowds and sparking social media buzz.
Technical Execution
Equipment & Setup
- Projectors: 36 – Panasonic RQ35KU 35,000-lumen laser projectors
- Media Servers: Disguise VX 2 with real-time data integration
- Control System: TouchDesigner for live triggering and animation control
- Projection Surface: Historic brick façade, approx. 80 ft wide x 40 ft tall
- Distance: ~120 ft across a four-lane street, requiring precise lens calibration and keystone correction
Content Creation
- Custom animations for each NFL team, designed in After Effects and rendered in 4K
- Real-time data feed from the NFL’s draft API to trigger team transitions
- Visual motifs included pulsing lights, countdown clocks, and animated team graphics
Synchronization
- A dedicated operator monitored the draft feed and triggered visuals in sync with live announcements
- Fail-safes included manual override and backup media servers to ensure uptime
Results & Impact
Audience Engagement
- Crowds gathered nightly to watch the projections, creating a secondary fan zone
- Social media posts tagged with #DraftDetroit and #NFLProjection surged during the event
- Local news outlets featured the activation in coverage of the draft festivities
Technical Success
- 100% uptime across three nights
- Seamless transitions between teams with zero latency
- Projection clarity maintained despite ambient city lighting
Lessons Learned
- Brick surfaces require extra contrast tuning for clarity
- Real-time data integration adds complexity but boosts engagement
- Crowd management is essential when activations become unexpected attractions
Broader Implications
This activation demonstrates how projection mapping can:
- Extend the reach of live events beyond physical boundaries
- Create immersive brand experiences in urban environments
- Offer scalable solutions for sports, entertainment, and civic celebrations
Future applications could include:
- Real-time scoreboards for outdoor watch parties
- Interactive projections triggered by crowd movement or sound
- City-wide branding during major sporting events
Conclusion
Projection mapping is more than a visual gimmick—it’s a storytelling tool. At the 2024 NFL Draft in Detroit, we used it to turn a building into a living scoreboard, connecting fans to the moment in a visceral, unforgettable way. As live events continue to evolve, projection mapping offers a powerful medium for engagement, creativity, and connection.
We invite event organizers, city planners, and brand teams to explore how this technology can transform their next activation. Partner with Display Group and let’s light up the future, one façade at a time.
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