Service Now: Shot Challenge

A real-time XR speed-run challenge putting NHL fans directly into an immersive game environment to face off against a goalie in a personalized, high-octane cinematic.

Overview

We turned fans into the stars of their own hockey highlights. Using real-time volumetric capture, users are teleported into an immersive AAA-style game environment. From navigating a high-speed obstacle course to starring in a theatrical cinematic goal-scoring sequence, participants experience the rush of the pro league, seeing their own likeness score the game-winning goal in stunning realism

Three ice hockey goalies in blue, green, and white uniforms standing on ice with hockey sticks and pads, posing for a team photo.
Empty ice hockey rink inside a stadium with NHL logos and brand advertisements, surrounded by seating and digital screens.
An ice hockey arena filled with spectators, advertising banners with the text 'servicenow' and 'PUT AI TO WORK FOR PEOPLE', and a blank ice rink with hockey goals, cones, and scattered equipment.

High Stakes Cinematic Animation & Layout

Collaborating with senior animators, I developed the foundational animatics and scene layouts to engineer a high-impact, shareable video takeaway for users. I oversaw the virtual environment's spatial composition and cinematic camera staging, successfully capturing the high-stakes energy of a live NHL arena.

Speed Run Mini-Game

Users were able to play as their "digital doubles," the project places them at the center of an interactive obstacle course. The experience culminates in a dynamically rendered cinematic sequence, featuring the user in a high-stakes showdown as they sprint down the ice to face off against a professional goalie.

User Journey

I co-led the UX architecture to streamline the fan journey from physical registration to real-time XR engagement, ensuring strict brand consistency across every digital and physical touchpoint.

Two men at an indoor event attempting to pass through a circular obstacle course, with one man using a smartphone to take a photo or video.
Three smartphones display an online hockey training game with a player practicing skating skills on a virtual rink, featuring cones and hockey pucks for drills.
A color palette chart showing a section titled 'Core Color' with a large square of the color 'Infinite Blue' and its hex code #032D42. Below is a section titled 'Supporting Colors' featuring four colors: Wasabi Green, Green, Middle Teal, and Blue, wi
Logo of the ServiceNow Shot Challenge with NHL team logos displayed below, including the Boston Bruins, Minnesota Wild, Montreal Canadiens, Vancouver Canucks, Chicago Blackhawks, St. Louis Blues, Seattle Kraken, Tampa Bay Lightning, Calgary Flames, C
Screenshots of a mobile hockey shot challenge game interface, showing team logos, instructions, gameplay, scoring, and exit confirmation prompts.
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Next Project: IBM

A row of black server racks with blue accents and green indicator lights in a data center.

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