For soccer fans inside the stadiums and at home, the ads on the sideline LED panels are a constant, static and uninteresting background presence at the margins of their favorite show: the match.

That’s why we use the very center of their focus -the ball in play- to transform a basic media placement into an unexpected live show inside the show.

Multiple times over the course of the 90-minute Italian Serie A soccer match between Empoli and Spezia, on Saturday 9 April, the 105 m long sideline LED panels of Stadium Carlo Castellani featured a 3D-animated Jack Russell busy chasing live the ball kicked around the pitch. His runs and turns were accompanied by the line Ultima Mini. For small dogs full of energy always present on the panels. Since the software that animated the dog was active during the whole game, we managed to make our small dog run even during other brands airtime achieving further visibility.

The 3D animation of the small dog took into account the specifics of the particular breed: despite their size, Jack Russels can reach up to 40km/h (25 mph).