The Detroit Lions were ready to unveil their newly redesigned jerseys—a significant moment in the team’s history. They wanted more than just a press release or photo drop. They wanted a moment—one that would excite fans, engage the media, and celebrate the evolution of their brand.
Traditional jersey reveals often fall flat. You show the jersey, take a few photos, and move on. But that wasn’t enough. The Lions needed to create an emotional and immersive experience—one that made fans feel the weight and pride of the new look, without physically putting the jersey on.
That’s where Bluewater came in—a creative technology partner known for transforming moments into immersive experiences. With deep expertise in AV integration and a passion for storytelling, Bluewater set out to turn the jersey reveal into something fans would never forget.
The concourse of Ford Field was transformed into an immersive reveal space, offering the perfect backdrop for a 360-degree fan experience. At the center of it all stood a custom-built stage designed for visibility and impact from every direction, surrounded by dynamic projection surfaces. Bluewater layered in fog, lighting, and pyro effects to heighten the energy in the space, while a polygonal lion head—brought to life through projection mapping and team colors—served as a striking centerpiece. A high-energy content program played out across a massive rear projection surface, supported by three large vertical screens suspended from the mezzanine, each working independently and together to deliver a cohesive visual story. Every element was carefully orchestrated to ensure fans and media were fully immersed, no matter where they stood.
Bluewater transformed a jersey reveal into an unforgettable fan-first experience. Fog rolled in, lights danced, and the projection-mapped lion head came alive with color and motion, roaring in sync with the show’s soundtrack. As the team took the stage, fans were completely immersed—surrounded by content, sound, and spectacle that connected them emotionally to the new look.
The result? A jersey reveal that didn’t just show off the new design—it celebrated it in true Detroit Lions fashion.
