Three days, one continuous transformation
Super Bowl LX, San Francisco: Three Days with Nike, Fanatics and NFL Shop
San Francisco was the kind of Super Bowl week that only makes sense when you see the whole thing.
A raw warehouse becomes a world of its own. An NFL Shop goes from pristine to packed. A room full of people who are usually the headline somewhere else gathers around a stage only a few feet away. Then Sunday pulls all of it into Levi’s Stadium.
I wanted the photographs to hold onto the whole arc, not just the obvious moments.
SUPER BOWL LX HIGHLIGHTS
Across San Francisco
Craftsmanship and logistics under deadline
The build at Pier 48
What impresses me most about these builds is how little they are allowed to feel temporary.
Simon Miller, the Brand Activation Services crew, the Fanatics team and everyone around them are working against a clock, turning a raw warehouse into something that feels finished, expensive and inevitable.
Containers become rooms. Branding, lighting, retail, bars and installations all have to land at once.
The finished party is what everyone comes to see, but the transformation is part of the story.
Design intent vs real human use
NFL Shop + Nike Football at the Super Bowl Experience
An empty branded space and a crowded one tell different stories.
Before doors, I’m photographing the design exactly as it was built. Once fans come in, I’m looking for how the room actually works: where people stop, what they touch, and what pulls them through it.
The payoff: geometry vs energy
Pier 48, before doors
This is the moment all of that work resolves into one room.
Before doors, every decision is visible: the scale, the sightlines, the materials, the branding, the details.
Once guests arrive, the energy gets better and the geometry gets messier.
Both matter, but they’re completely different photographs.
Intimacy and an extraordinary concentration of access
The Fanatics Super Bowl LX Party
The Fanatics party is a strange kind of room to photograph.
The artists on stage could fill arenas, but here they’re performing a few feet from a crowd filled with athletes, actors, artists, founders and people who are usually the center of attention themselves.
Before doors, David Blaine was working a card trick for Michael Rubin and Camille Fishel among the activations. Later, Tom Brady came through, and the stage moved through three completely different energies.
Cardi is explosive. SZA changes the energy. Travis turns it into chaos.
I’m dead center at the front for the sets, then moving through the room for everything happening around them.
It’s intimate, chaotic and somehow still feels enormous.
In BizBash
Photography from the Fanatics Super Bowl LX Party and Pier 48 production was featured by BizBash in its coverage of Super Bowl LX events and brand activations.
Party production: 424 Productions
Fabrication + branding: Brand Activation Services
Commercial assignment becomes part of the Super Bowl itself
Game day at Levi’s Stadium
Game day starts as a retail assignment and keeps expanding.
I photograph NFL Shop and the Nike Football activations clean before doors, then watch the spaces get swallowed by the rush of fans who came to the stadium for this one day.
From there I’m moving through the activations, concourses and crowd, photographing the game and a halftime show where Bad Bunny turned the biggest stage in American sports into a moment much bigger than his performance.
The brand work is still the assignment, but now it’s part of the larger story everyone came for.
Phoenix · Las Vegas · New Orleans · San Francisco
Four consecutive Super Bowls
Explore the complete Super Bowl photography body of work.
Super Bowl LIX, New OrleansSuper Bowl LVIII, Las VegasSuper Bowl LVII, PhoenixAll four Super Bowls
More work with these clients: Fanatics VIP watch partiesTom Brady’s Make-A-Wish event for FanaticsNFLPA Rookie PremierePost Malone at the Fanatics Super Bowl LIX PartyBrand activation photographyCommercial event photography
Common questions
Frequently asked questions
Who hired you for Super Bowl LX in San Francisco?
Brand Activation Services, to photograph work for Nike, Fanatics and NFL Shop across three days of Super Bowl LX week in San Francisco and Santa Clara.
Who produced the Fanatics Super Bowl LX Party at Pier 48?
424 Productions, with Brand Activation Services on fabrication and branding. BizBash featured the photographs in its coverage of Super Bowl LX events and brand activations.
Who performed at the Fanatics Super Bowl LX Party?
21 Savage, Nelly and Ashanti, Cardi B, Ciara, SZA and Don Toliver, with Chase B on the decks and Travis Scott closing.
What did you photograph at the Super Bowl Experience at Moscone Center?
The NFL Shop retail environment with Nike Football activations inside it, photographed empty after the crew finished and again once fans were in it.
Did you photograph inside Levi’s Stadium on Super Bowl Sunday?
Yes. NFL Shop and the Nike Football activations, fans and stadium atmosphere, the game and halftime from credentialed areas. Super Bowl credentialing includes NFL security vetting and identity verification, a process I’ve completed for four consecutive Super Bowls.
Let’s work together
Building something for a big week?
Whether it’s a build-out, a retail activation, a private party or a multi-day program, I’d love to hear about it. Send the date, the city and what you’re making, and I’ll get back to you personally.
Based in Minneapolis, on site wherever the build is.
Get in Touch or email directly: jackson@jacksontylereddy.com