In 1837, a spike was driven into Georgia’s red clay, declaring Atlanta one of the most significant transportation hubs in the South. 180 years later, another spike is driven into the ground. Signifying the birth of a movement. The uniting of cultures, generations, and backgrounds. The Golden Spike Tradition is born.

Ninety minutes before kickoff, as the home team arrives at the stadium, they are greeted by their faithful supporters. Lying ahead of them is The Golden Spike. stretching eight feet long, and accompanied with markers to inscribe their names. After the team signs, fans rush the symbol to leave their mark as well, uniting both players and fans.. Moments before kick-off, as the seats fill and the iconic symbol is marched into the stadium, the spike is hammered into place, uniting a fanbase under the rallying cry “A.T.L.”

The Atlanta United Football Club had yet to play in its inaugural season when we began development on this project. We ultimately began to craft the foundation for the entire team, anchored by a cereomonial golden railroad spike that united the two major railroads Atlanta was founded on.

With the spike set as the team’s icon, we explored many ways to create a gameday atmosphere fans needed to be in the seats to experience. The “Strike the Spike” ritual was created which highlighted honored guests to hammer a giant golden spike before each match while the crowd chants A.T.L.

With the icon and the experience set, we brought it all to life across the sprawling screens found around Mercedes Benz Stadium. The highlight was a film that told the story of the creation of the spike, which played on a giant 360 jumbo screen that sits at the center of the stadium.