Hexatrope worked with longtime partner teamDigital to create a dynamic experience in which site visitors would watch videos of their favorite NFL players and vote for whose story should become an ad during the Big Game. It was a single Flash experience that re-skinned itself and behaved differently based on the variables passed to it at startup. There were three rounds of voting, with each presenting a different interface and interaction as voting progressed. Alternate permutations let you view look at clips by team (in a non-voting setup) as well. Hexatrope constructed the Flash based on NFL-supplied designs, and refined the experience and behavior to take it from still designs to a fully functioning engine.

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