In partnership with AT&T and the Dallas Cowboys, Obscura reimagined the stadium experience, empowering fans with a groundbreaking new platform that enables them to amplify their collective spirit to unprecedented levels.

When the Cowboys took their field for the 2014 season, fans noticed something different about AT&T Stadium: The AT&T LiveFX Board. This 130-foot, high-resolution LED display is 3,840 pixels wide, with 40 robotic louvers that rotate 360 degrees and are equipped with high-powered strobe lights.

At pivotal moments during game play, fans receive a call-to-action from the Cowboys show controller via the AT&T Stadium App, which when activated, transforms their phones into portable light shows.This experience unlocks a new dimension of collective fan participation. Fans are no longer passive spectators but members of the extended team, receiving cues that mobilize them to unite.The AT&T LiveFX Board helps make touchdown celebrations more exciting, entertains fans during breaks, builds suspense for pivotal plays, and more.