In an effort to continue enhancing the fan experience at AT&T Stadium, repurpose underutilized concourse screens, and showcase the power of AT&T’s 5G Network, Sector 5 Digital collaborated with the Dallas Cowboys, Wasserman, and AT&T to develop the first Pose With experience.

Within the first 30 days of activation, Pose With the Pros went viral and had over a half a billion shares on social media. Each year, the experience gains more users, with 100k+ in the 2023-2024 season alone. Because of the increased popularity, the stadium added an additional 8 screens (16 total) due to its success.

Named Pose With the Pros, full-body videos of Cowboys players were captured to become interactive with varying poses, ensuring unique photo opportunities even when users selected the same players. The activation is still in use today and going on its 5th year, with additions such as a mobile “On The Go” version for fans at home, touchless kiosk registration via QR codes, and experience variations that include cheerleaders, mascots, and holiday overlays.