Under Armour
We know how to make football culture stop and stare.
Tool Experience builds the thing worth talking about.
Then we shape how it's shared.
Sometimes it's an earned stunt. Other times it's a fully designed flagship activation.
We fuse experience design, event production, and creative technology to turn moments into emotion, memory, and attention that sticks.
We've picked up some of the shiniest trophies on the biggest stages — but our clients hire us for the work, not the hardware.
Thursday Night Football Live Extension · Twitch
We turned a live NFL stream into aseason-long prediction game
2018 Sports · Streaming · Entertainment
TwitchneededtodeepenviewerengagementduringtheNFL'sThursdayNightFootballlivestream—goingbeyondpassivewatchingtogiveaudiencesareasontostay,return,andcompete.
The 2018 season marked the NFL's first live-stream on Twitch, signaling a shift in how live sports would be consumed online.
Giveeveryviewerapersonalstakeinthegame—notjustasafan,butasacompetitormakingreal-timepredictionsagainsteveryoneelsewatching.
A custom Twitch extension transformed passive Thursday Night Football viewers into active competitors — predicting outcomes, tracking stats, and climbing a live leaderboard all season long.
Viewers tuned into Thursday Night Football on Twitch and launched the custom interactive extension alongside the live stream.
GeekWire press feature
Called out as the future of live sports online
First NFL stream on Twitch
Built for the platform's inaugural sports broadcast
Season-long engagement
Designed to drive return visits every Thursday
Tool proved it could build a fully custom, real-time interactive layer on top of a live sports broadcast — turning a streaming platform into a competitive arena and demonstrating end-to-end capability across live production, game design, and digital platform build.
Verizon 5G Stadium · Verizon
We put the NFL inside a 5G dome — and in fifty hands at once
2020 Telecom · Sports · Entertainment
Verizonneededatangible,crowd-stoppingdemonstrationof5G'simpactontheNFLfanexperience—somethingthatmovedbeyondspecsandintolivedsensation.
Super Bowl LIV in Miami — the highest-visibility moment in American sports, and a proving ground for next-generation network technology.
GiveNFLfansafront-rowseatinsidethegameitself:suspendedinsideadome,phoneinhand,controllinghowtheyexperienceeveryplay.
To prove 5G's potential for live sports, we built a layered immersive experience where a custom dome film and fifty synced AR devices worked as one.
Fans entered the dome activation at Bayfront Park and took a seat beneath a full 360-degree projected environment.
Super Bowl LIV stage
Activated at Miami's Bayfront Park for the game
Major press coverage
CNET, Digital Trends, Fox Business, Fierce Wireless
50-device live sync
Every phone locked to the dome in real time
This project proves Tool can architect multi-layer immersive experiences where physical space, broadcast-quality film, and precision AR technology function as a single coherent system — at the scale and pressure of the Super Bowl.
Selected work
Little Monster – Take This Lollipop
Viral isn't a strategy here — it's our track record.
Selected work
Carl’s Jr. – The Purge
Bold, irreverent, competitive — we don't flinch from the joke.