SEC Hall of History

The Southeastern Conference (SEC) approached us with a unique ask: Create a captivating digital experience to mark the historic entry of The University of Texas and The University of Oklahoma into the SEC in July 2024. Our answer was to create the SEC Hall of History – an immersive, mobile-first augmented reality (AR) experience that combined storytelling, interactive design, and cutting-edge technology to celebrate the rich legacy of SEC athletics.

The SEC needed a digital centerpiece for its press event – something engaging, easy to access, and memorable. It had to work independently from their in-development native app, be ready in time for a high-profile public launch, and function seamlessly on users’ mobile devices. This meant balancing immersive 3D content and real-time interactivity in a browser environment. The experience also needed to scale, perform reliably in a live environment, and meet the SEC’s high expectations for design and functionality.

Our in-house developer, designer, and motion graphics teams collaborated to create a web-based AR experience powered by 8th Wall, a leading platform for browser-based AR. The experience began with users scanning a QR code on-site, launching a virtual vault door that opened into the 360° Hall of History.

Inside, users explored a virtual room lined with interactive wooden panels – each representing a member school of the SEC. Tapping on a school’s logo revealed animated showcases of notable athletes, complete with bios and achievements. A continuously looping video celebrated SEC milestones and iconic moments, reinforcing the historic significance of the event.

To draw users in, we used a holographic fan to showcase a custom motion graphics piece that was a looping animation of all the school logos transforming into the SEC logo and back to another school. The case that held the holographic fan was built in partnership with the Dallas Makerspace and was a compelling visual attractor during the live event.

We used 8th Wall to deploy the WebAR experience directly through mobile browsers, eliminating the need for app downloads. For rendering and interactivity, we leaned on A-Frame and Three.js, which allowed us to create a smooth, responsive 3D environment. All 3D modeling was done in Cinema 4D, giving us the flexibility to craft intricate, high-quality visuals. Finally, we brought it all together with custom HTML and JavaScript to ensure a seamless and interactive front-end experience.

The project was an overwhelming success, garnering thousands of views in just the first few months. Originally scheduled to be live for three months, the experience exceeded expectations so significantly that the SEC extended its run not once but twice. It remained active through the end of 2024 and continues to be live through July 2025.

For the SEC, it wasn’t just a launch moment – it became a lasting digital asset. For us, it was a chance to do what we do best: Combine thoughtful storytelling with forward-thinking tech to create something memorable, meaningful, and built to last.

To try the AR experience, please load on your mobile device.