Seahawks Launch Mixed-Reality Taima Experience at Lumen Field
Seattle Seahawks fans, known as the 12s, have long contributed to one of the most daunting home atmospheres in the National Football League. Lumen Field has established itself as a fortress for the team, with visiting opponents often struggling to perform amid the energy of nearly 69,000 supporters. This past weekend, during the match against the New Orleans Saints, The Famous Group (TFG) introduced an ambitious mixed-reality spectacle featuring a virtual version of the Seahawks’ mascot, Taima, soaring above the packed stadium. The 12s were an integral part of this experience, as their energy and support were the driving force behind the creation of this innovative spectacle.
The club has consistently sought innovative ways to strengthen its home-field advantage and energise its loyal fan base. By leveraging Lumen Technologies’ infrastructure, the franchise collaborated with TFG to create an immersive visual display. The goal was not only to enhance the spectacle but also to prompt fans to return to their seats promptly after the halftime interval. The presentation was closely tied to the team’s rallying cry, “12 as 1,” a phrase adopted by head coach Mike Macdonald.
The project’s concept involved Taima flying across international markets, including Australia, Germany, Switzerland, and Canada, before arriving at Lumen Field. This global journey highlighted the Seahawks’ broad reach beyond the United States, underscoring the unity of fans worldwide. The creative design was developed with the intention of signalling to spectators that the second half was about to begin, encouraging them to refocus their attention on the game.
The mixed-reality sequence, titled Taima: Power Up, unfolded dramatically. A digital Taima swept across the stadium, circled the stands, landed in the Hawk’s Nest, and let out a roar mighty enough to shatter the opponent’s emblem in virtual form. The performance concluded with a shockwave rippling across the venue. At the same time, Blitz, the team’s other mascot, led a live chant simultaneously. The synergies between the real and the virtual were designed to maximise crowd engagement.
Preparations for the unveiling began months in advance with extensive planning between the Seahawks and TFG. Creative Director Hemu Karadkar, along with TFG’s advanced technology team led by Erik Beaumont, worked closely with Seattle staff to ensure the project’s technical execution. The installation of TFG’s Virtual 8K Camera system was critical to the production. Despite a scheduling setback caused by the postponement of a National Women’s Soccer League match, the team’s meticulous planning and execution ensured the completion of setup, testing, and rehearsals before the scheduled debut on September 21, instilling confidence in the project’s success.
The infrastructure provided by Lumen Technologies played a decisive role, with three 10-Gbps circuits capable of handling 12 terabytes of data traffic per game, ensuring seamless performance. This robust connectivity allowed the MR presentation to run without disruption. The permanent installation of the virtual camera system also means future activations can be reproduced more efficiently and adapted for each opponent by altering logos and locations featured in the animation.
Challenges such as unpredictable weather and the need for photorealistic accuracy were carefully managed. Previous experiences at venues ranging from Gillette Stadium to Daytona International Speedway had given TFG the expertise to adapt to varying conditions. Ensuring Taima appeared authentic and lifelike was vital, as fans would quickly notice discrepancies.
The collaboration between the Seahawks and TFG was not their first foray into ambitious MR storytelling. TFG had previously delivered high-profile projects such as the NFL 100 celebration at Super Bowl LIV and activations for the Milwaukee Bucks. These successful experiences laid the groundwork for the Seattle project, instilling confidence in both the creative and technical processes and reassuring the audience about the potential of the Taima: Power Up activation.
With the launch of Taima: Power Up, the Seahawks have introduced a striking new game-day feature that merges global fandom, advanced technology, and stadium tradition. This activation is expected to become a regular fixture at home games, further strengthening the connection between the team and its supporters. The franchise is also planning to expand this experience, with potential future activations that could be adapted for each opponent by altering logos and locations featured in the animation. By combining immersive visuals with real-time crowd involvement, the franchise has set a new standard for enhancing the live sporting experience at Lumen Field.
