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TD Garden - Bruins and Celtics Collaboration

Screenshot 2023-09-14 at 8.56.28 AM


Boston, Massachusetts


TD Garden



The Bruins & Celtics Collaborate to Fire Up Sports Fandom

The Bruins and Celtics may not seem to have a lot in common, but beyond both teams calling TD Garden home, they also share a vision of amplifying the sports fan experience.

In a joint effort to bring their loyal fans new avenues of in-game joy, both teams sat down with PixMob to create their first-ever collaborative, fan-focused lighting experience. 

The Celtics, who hold the most NBA finals of any team ever, and the Bruins, part of the NHL Original 6, have shared TD Garden since it was built in 1995. Before that, the Bruins and Celtics played in the same building since 1947, when the Celtics team was created. A now iconic venue, the evidence of the teams’ success there can be seen in the countless championship banners hanging in the rafters.

While the Celtics and Bruins had never previously collaborated on a game presentation elevation, they both agreed on one thing: fan engagement is critical to the game, and they wanted to energize it.  

To highlight the experience from the sidelines, they enlisted PixMob to create a crowd-engaging light show that dazzled fans throughout their playoffs. Using 2000 of our NOVA semi-permanent pixels, our team installed the ultrabright LED devices on every handrail of the arena, leveraging dark, unused locations in the venue to bring new light to the game presentation. 

Using our wide range of visual effects, both teams were able to control the NOVAs during live games, flooding the arena with team colors and energizing fans during key moments.

The Celtics could make the entire venue “bleed green”, while the Bruins could send white and yellow across the arena. Both teams were able to vibrantly fill the crowd with the teams’ signature energy and identity. 

“It’s a really good option for teams who are considering what to do to make their shows different and to elevate their shows… and add some excitement” - Michael Bieke - Senior Manager, Technical Director. 

Our PixMob NOVAs also put additional shine on the game around gameplay, igniting excitement during the players intro, patriotically painting the crowd in red white and blue during the national anthem, and firing up the halftime show and intermissions so that every moment was magic. Fully integrating into the venue experience.

Check out our highlight reel to see more about this awesome collaboration, and a special thanks to Bruins Marketing Director Andrea Mazzerali and Jake Wending, Celtics Director of Game Presentation & Events, for making it all happen!