“One hundred days before the 2015 FIFA Women’s World Cup, we at Fox Sports needed to start making some noise outside of our usual audience by targeting local and national news affiliates with stunts, stories and content. Our push centered around a series of weather-reactive billboards—the most prominent located in Times Square—that showcased members of the US Women’s Soccer Team preparing for the upcoming tournament in conditions reflecting the current weather around each billboard. Eight different weather scenarios, created using a mix of in-camera effects and element compositing, were triggered using live streaming weather data—if it was snowing at night in Times Square, the players trained in the snow; if it was a clear, warm morning, Sydney Leroux and Carli Lloyd stretched in the sun—showing viewers that these women were already preparing for the biggest tournament of their lives!”