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Dapper Labs is a blockchain technology company creating consumer-facing digital experiences at the intersection of sports, entertainment, and Web3. Through Athlete Studio, the team worked with professional athletes, sports organizations, and partners to create digital products and fan experiences.
Pack Drop connects a live sports moment with a digital collectible. Fans discover the experience on the arena jumbotron, scan a QR code, and continue on mobile to sign up and claim their collectible.
My contributions included the fan journey, mobile experience, jumbotron visuals, QR interaction, visual system, motion concepts, and integration of 3D product assets; throughout this process, I collaborate closely with product, engineering, marketing, and 3D artists.
The Challenge
How do you turn a high-energy arena moment into a simple digital experience?
An arena is a very different environment from a website. An arena is a high-energy environment where fans have only a few seconds to understand what they're seeing and what they should do next.
At the same time, the experience needed to transition naturally from a massive physical screen to a small mobile interface.
Designing the Experience
One visual system across physical and digital
I treated the jumbotron and mobile experience as two parts of the same journey rather than separate campaign assets.
Focused on high-visibility environments where clarity, speed, and usability are critical, while incorporating 3D assets and motion to enhance immersion and drive participation during live events.
The visual system carried through:
Typography · Color · Graphic Elements · 3D · Motion · Campaign Messaging
The arena screen focused on attention and action, while the mobile experience focused on clarity and conversion.
This helped create a continuous visual and interactive experience from the moment a fan saw the jumbotron to the moment they claimed their collectible.
Designing the Mobile Flow
Reducing friction from scan to claim
Once fans entered the mobile experience, the interface needed to be immediately understandable.
Jumbotron → QR Code → Mobile → Sign Up → Claim
This created a straightforward flow from the initial QR scan to the final collectible.
Landing Page Template Prototype:
Designing the Visual System
Leading 3D Art Direction and Marketing Systems
Contributed to the creation of 3D assets and marketing visuals for product launches across multiple channels.
I led the art direction for 3D content, ensuring visual consistency across all assets while implementing reusable templates and standardized workflows to enhance production scalability and team alignment.
NBA Team Backboard Template (NBA All Star / NBA Paris-Zack & Cade):
NFL Steelers 50 Logo:
Logo Chain Template:
Pack Template:
Case Highlight
Portland Trail Blazers Pack Drop
I designed the visual and interaction system for the Portland Trail Blazers in-arena Pack Drop, optimizing for clarity and speed in a high-attention environment. Large-scale jumbotron visuals used bold typography, high-contrast layouts, and simplified motion to ensure the QR code remained instantly scannable across the arena.
Extended the experience to mobile by designing a custom Pack Drop landing page within The Studio CMS, maintaining visual continuity from arena screens to handheld devices. The mobile-first flow emphasized clear hierarchy, minimal steps, and fast feedback, enabling fans to quickly scan, sign up, and claim their digital collectible.
Included NBA Games: NBA All Star, NBA Paris-Zack & Cade, NBA Portland Trailblazers, NBA Sacramento Kings
Impact
01 //
Pack Drop created a connected experience between live sports and digital products, extending an in-arena moment into a mobile fan journey.
02 //
The system provided a flexible framework across:
03 //
It established a product experience where the physical and digital moments felt like one connected journey rather than separate campaign assets.
