Located in Tampa, Florida the University of South Florida college basketball program was started in 1971. The university is located in the Tampa Bay region, with campuses in Tampa, St. Petersburg, and Sarasota. Together these campuses serve more than 30,000 students and offer undergraduate, graduate, specialist, and doctorate level degrees.

Client: “We need a 9 foot high by 12 foot long interactive wall.” Sterling: “Uhhh... did you say 12 feet?” Client: “Oh, and we also need an intimidating Bull to sense participant distance and charge the screen. The Athletics Department will use the wall as an introduction to the USF Bulls men and women's basketball teams, campus information, videos, and student recruitment. "Sterling: “Uhhh... yeah sure, no problem.”

The initial brief contained a unique challenge to create a 9 foot tall by 12 foot wide interactive touch screen for the University of South Florida Bulls Athletics Department. To achieve success, the following goals were required:

• Deliver maximum engagement by allowing students to interact with a massive touch wall.
• Create ten areas of interest mixed as academic and athletic.
• Use interactive 3D objects to showcase engaging media and campus information.
• Add men's and women's basketball team player stats and videos.
• Incorporate the branding of our Under Armour sponsor.
• Complete within an 8 month timeline.
• Provide a video of a working hardware prototype within 3 months.
• Utilize a technology stack of: Unity, Cinema4D, Adobe Flash, ActionScript, After Effects, and Adobe Audition.

User research consisted of flying to Florida for an in-person visit to the University of South Florida Bulls Athletics Department. Two days were spent on gathering feedback from both student participants and school administrators using the screen wall and a pre-developed Flash demo. Presentation flow feedback, animation ideas, button size changes, object placement based on hand reach, and ActionScript code adjustments were made during and after the demo tests.

At the bottom of the touch wall we installed a Microsoft Kinect sensor to track the user's position and proximity to the screen through Unity software. The bull's head would stare at you and would follow your movement left or right of the screen and become more agitated the closer you were to the screen. At a certain point the bull would charge and hit the screen and we would show a glass breaking animation when it did.

The newly built interactive wall, which totaled 30 feet in length and 10 feet in height, was a crowning success in celebration of the newly built USF Athletics Center. Being a huge buzz on campus, students flocked to interact with the wall. A lot of them were eerily surprised on how the bull would stare and track them as they walked around and toward the screen. The  USF athletics director and staff were all blown away with overall design, animation, and abilities of the wall on how it showcased all of the areas they were hoping for. The final product delivered a high-level of immersive impact, educated new students about the Athletics department, and helped to foster the thematic message of success in the classroom, community, sports, and life.