Disney was set to release their new, live-action remake of Lilo and Stitch and wanted to use the Super Bowl platform to promote the movie in a big way. But instead making a normal movie trailer with clips and a release date at the end, like every other studio did - we got everyone's attention by having Stitch “run” out onto the field and wreak havoc. Playing into the classic “animal on the field” stoppage of play. To stand out against the sea of other great Big Game commercials, we blurred the line between commercial and live TV broadcast by airing the spot as a direct continuation of game coverage. The result was less of an advertisement, and more of a mixed reality piece of branded entertainment.