NBC Once In A Lifetime AR is a live audience experience for NBC Sports built around a clear story, a focused interaction model, and a memorable visual world.
The work was developed with STN Digital and Groove Jones for NBC Sports, keeping strategy, craft, production, and delivery connected from the first idea through final output.
My role was to make the AR portal feel like a broadcast memory you could step inside. I focused on experience strategy and UX clarity so NBC Sports could turn a once-in-a-lifetime story into a guided, emotional interaction.
The project sits across experiential, technology, product and UX, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
The result is a immersive experience that makes NBC Once In A Lifetime AR feel clear, memorable, and built for the audience it was meant to reach.
