Amazon Web Services
video | AI | interactive | Tech | sports
Amazon Web Services partners with leading sports leagues, generating massive libraries of content and fan data. AWS tasked us with exploring how AI could transform that data into more engaging fan experiences across multiple innovation workstreams.
First, we partnered with AWS to develop a conceptual platform showcasing the power of its Generative AI Video tool using MLSE as a case study. The work demonstrated how AI could help media organizations unlock the value of their archives, enabling editors, asset managers, and creatives to quickly produce content at scale while reducing manual workflows.
Next, AWS challenged us to imagine how AI and the NFL could power next-generation fan experiences. Using fan insights and behavioral data, we explored how AI could create more dynamic, adaptive ways for fans to engage with the game.
The result was Sidekick AI, a game-day companion designed to evolve alongside each fan’s knowledge level and preferences. Powered by NFL data, Sidekick AI adapts in real time, explaining plays, breaking down stats, clarifying rules, and delivering insights tailored to everyone from casual viewers to lifelong superfans.
More than a chatbot, Sidekick AI was designed as the ultimate “fanalyst,” a personality-driven companion shaped by the culture of your city, your team, and your fandom. Equal parts analyst, guide, and superfan, it delivered a more connected and personalized NFL viewing experience.
Credits
Agency: Material
Creative Directors: Sean Leonard & Nathan Tamburello