AWS: Defense Decoder

Objective

AWS aimed to create a standout activation at the 2023 re:Invent Conference, leveraging the company's partnership with the NFL. The experience was designed to demonstrate AWS's ML and AI capabilities in sports analytics through an interactive, hands-on demonstration that went beyond traditional presentations.

Solution

A quarterback simulator installation featuring a 60-second decision-making challenge where players predicted defensive blitz formations before committing to plays. The 4-screen physical experience combined motion-capture technology (captured from a former pro-football player using Xsens Awinda) with a custom Unity-based game engine. Players advanced from midfield toward the end zone by balancing quick decision-making with AI-powered statistical insights, navigating four downs with dynamic yardage gains and losses. The entire asset pipeline was optimized for rapid deployment at the conference.

Results

The installation engaged 55,000+ conference attendees over three days, generating thousands of gameplay sessions. The activation received international media coverage and direct endorsement from the NFL, validating the effectiveness of combining sports expertise with AWS's technical capabilities.