Design and story-driven creative engagement studio Loyalkaspar added to its impressive live event resume, designing the video display seen during The Whos halftime performance at the 2010 Super Bowl, the most watched Super Bowl halftime show ever with an average 103.2 million viewers. The high-profile assignment comes on the heels of Loyalkaspars recent work for Jay-Zs performance at MTVs Video Music Awards, and U2s current 360 World Tour, including their 2009 Grammy show opener. Loyalkaspar's string of successes in 2009 was enough to gain the confidence of live event production company White Cherry Entertainment, New York, Executive Producer Ricky Kirshner and Producer Lee Lodge, who led the production of this year's Super Bowl Halftime Show. ''This was our first time working on a live-event of this scale, so there were a lot more factors to take into consideration than we're accustomed to,'' says Elliott Chaffer, Creative Director at Loyalkaspar. ''We had to make sure we were working in unison with the lighting team, the pyrotechnics crew and the broadcast team so that everything would come together to form a cohesive show that would look amazing in person and, more importantly, on television. It was an invaluable experience to work as part of a much larger team and play to each other's strengths to make this legendary rock band look even better.'' Thanks to the technological wizardry of XL Laboratories, the setting for the band was one of the largest LED screens ever constructed, and was capable of displaying high-resolution graphics with stunning clarity. The Loyalkaspar design team, led by Dennis Cheung and Charlie Wan, used the circular stage as a framework to create a look that was a throwback to the Who's 60's-era designs while staying modern and technologically advanced. ''When David [LK Partner/Director David Herbruck] said we'd been offered the job, I initially thought he was joking, but we soon realized we had the biggest and most high-profile opportunity of our career in our hands and stepped everything up to meet the client's needs,'' says Scott Lakso, project producer at Loyalkaspar. ''We all love the music of The Who, and to think we'd be sharing a stage with them was a huge honor and a thrilling design challenge.''
Client: White Cherry Entertainment, New York Project: The Who/Super Bowl Halftime Video Display Executive Producer: Ricky Kirshner Director: Hamish Hamilton Executive in Charge of Production: Rob Paine Lighting Designer: Al Gurdon Production Designer: Bruce Rodgers Screens and Graphics Producer: Lee Lodge Design: Loyalkaspar, New York, NY Executive Producer: David Herbruck r Creative Director: Elliott Chaffer Design/Technical Directors: Dennis Cheung, Charlie Wan Producer: Scott Lakso Animators: April Shah, Yong Chan Kim, Chris Foster