Pepsi Super Bowl Halftime Show Trailer

Houdini · Maya · VFX / Procedural FX

Role

FX / CG Artist

Platform

Commercial

Software

Houdini · Maya · Arnold

A cinematic Super Bowl campaign trailer featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar, produced for one of the most watched advertising events in the world. I developed the procedural floating typography FX system that drives the visual identity of the piece.

Contributions

Procedural FX & System Development

Designed and built a procedural floating typography system in Houdini for dynamic word effects integrated with live-action footage
Developed custom setups for animation timing, layering, motion control, and depth variation across multiple shots
Built artist-friendly controls for art direction flexibility, enabling fast iteration and consistency throughout production
Managed multiple word elements across shots through a unified procedural system

Look Development & Compositing Integration

Established depth and scale variation to enhance readability of typography in 3D space
Integrated typography naturally with camera movement, scene perspective, and live-action performance
Matched motion, perspective, and timing with camera and talent performance to ensure seamless compositing
Maintained cinematic composition and visual quality under aggressive production deadlines

Challenges & Solutions

Readability in motion — introduced controlled depth layering and scale hierarchy to guide viewer focus as words move dynamically in 3D space
Live-action integration — matched motion, perspective, and timing with camera and performance for natural compositing
Shot consistency — built a unified procedural system to manage multiple word elements across shots with fast iteration

Technical Focus

Houdini • ProceduralFX • TypographySystems • Look Development • Maya • Commercial Production • Super Bowl