Snoop's Holiday Halftime Party

Designing a stadium spectacle for Netflix’s Christmas gameday special

When Netflix marched into the live sports arena, it didn’t tiptoe. Instead, the streaming giant struck up the band with a headline-grabbing NFL partnership and an event meant to put points on the board. It kicked off with a halftime show designed not just to gain yards, but to go…all…the…way.

The first installment in 2024, Beyoncé Bowl, set the bar high. They followed up the next year with Snoop's Holiday Halftime Party on Christmas Day, during the Lions-Vikings game at U.S. Bank Stadium. It was a play with a very different creative goal.

In addition to Snoop Dogg, the eclectic list of performers included Lainey Wilson, Andrea Bocelli, and HUNTR/X.

Rather than a tightly focused, single-artist spectacle, the broadcast featured a variety of well-known performers. Rap, country, K-pop, and opera huddled up, and within a tento-12-minute performance window, they delivered a win with pass completions to Lainey Wilson, Andrea Bocelli, and HUNTR/X. On paper, the play was an unlikely combination. On camera, it scored a touchdown....

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