An Experience Created for the Super Bowl Week.
Go2 Productions, in collaboration with Rabcup, created a large-format projection mapping experience across Samsung’s semiconductor facility in San Jose, California. Developed during Super Bowl LX week, the immersive experience used the building façade as a visual surface to highlight Samsung’s role in semiconductor manufacturing in the United States and its connection to the growth of AI.
Techniques used: Projection Mapping, 3D Animation, Motion Graphics, Ultra-Wide Rendering.
Client: Samsung
Overview
During Super Bowl LX week, Samsung wanted to create a high-visibility brand activation close to Levi’s Stadium. The goal was to use projection mapping to bring attention to Samsung’s semiconductor work in the United States and connect that story to the current growth of AI.
The experience also incorporated American football as part of the multimedia show theme, creating a visual connection to one of the biggest sporting events of the year. With visitors, residents, and Super Bowl attendees moving throughout the region, the projection needed to be visible from a distance, easy to recognize, and strong enough to stand out against the city skyline.
Go2 Productions worked with Rabcup to create a projection mapping show that surrounded the four tall walls of Samsung’s facility. The result was a large-scale visual display that turned the building into a temporary brand landmark during Super Bowl week.
Execution
The projection mapping experience used high-output 40,000-lumen Barco 4K projection systems to display original 3D visuals across the building façade.
More than 240 windows were covered with custom-cut vinyl to mask the glass and create a more unified projection surface. This allowed the façade to function as one continuous display.
The creative direction focused on Samsung’s visual identity, semiconductor innovation, AI, and football-inspired motion. Go2 developed 3D animation, dynamic graphics, and large typography designed to remain clear at architectural scale. Because the projection was intended to be seen from afar, the content needed to be bold, legible, and readable across the large façade.
The building’s four high walls created a strong architectural canvas, but also required careful planning so the content would feel connected across the full structure. We balanced projection mapping techniques, ensuring that Samsung’s message could be understood whether the audience was nearby or viewing the installation from a greater distance.
Results
The final installation transformed Samsung’s San Jose facility into a large-scale projection mapping experience during one of the most visible weeks of the year.
The projection gave Samsung a strong visual presence in the area around Super Bowl LX, extending the brand beyond traditional advertising and into the surrounding city environment. By using the building itself as the display surface, the experience created a memorable visual moment for residents, visitors, and football fans in the region.
The show helped communicate Samsung’s role in semiconductor manufacturing and AI through a format that was immediate, public, and easy to notice. It also connected the brand to the energy of Super Bowl week while keeping the focus on Samsung’s technology story.
Why It Stands Out
This project shows how projection mapping can turn a corporate facility into a large-scale public-facing brand experience.
By combining high-output projection, 3D animation, and architectural mapping, we transformed more than 240 windows and four building walls into a unified visual display. The project also demonstrated how a brand can use its own physical location to create visibility during a major cultural and sporting event.
