Game Day Graphics

Print Shop: Direct Edge | directedgeinc.com
Location: Anaheim, California
Tools and Supplies: Tango 24-point paperboard, Catalina High Performance Metallic Vinyl, lenticular plastic, E Flute Corrugated Cardboard, Inca Onset X3 digital printer, EFI Vutek 5r+ LED roll-to-roll printer, Epson SureColor S60600 solvent printer, Seal 62 Pro S laminator, Zünd D3 XL-3200 digital cutter, Enimac X-treme Pro automated taping machine.

THE WEEKS LEADING up to Superbowl Sunday are rife with opportunity for big-name brands like Pepsi and Tostitos to catch your eye with wide-format retail displays that tower above the aisles. For Superbowl LVII, Direct Edge rose to the occasion and teamed up with Gatorade to produce a variety of retail displays that needed more than just printing.

Direct Edge produced hundreds of these displays for retailers across the West Coast. Every piece, from the mirrored silver vinyl of the Lombardi trophy to the lenticular Gatorade bottles, had to be shipped flat, then assembled to provide dimension and stability.

Three elements set this piece apart. The first is movement. Due to the lenticular material of the bottles, the flavors appear to shift as shoppers walk by.

The second is interaction. The display includes a standee cutout for a quick photo op, something not typically found in grocery stores.

The final standout element is versatility. Gatorade needed options to accommodate the budget requirements and space constraints of different stores. In a nod to sustainability, Direct Edge opted to “reskin” an existing NFL display featuring JJ Watt rather than building an entirely new structure.

Direct Edge printed on Catalina metallic adhesive vinyl and lenticular plastic with an Epson SureColor S60600. The lenticular material was printed on an Inca flatbed. Each piece was cut with a Zünd D3 XL-3200 and laminated with a Seal Pro Laminator before being joined together by an Enimac X-treme Pro 63-inch Automated Taping Machine.

It’s only fair that the biggest game of the year gets a display that’s larger-than-life. Featuring five different stands that can’t be missed, this winning entry is just that.