Big Ten football doesn’t take an off-season. So, when Northwestern University needed a place to host home games during construction of their new stadium, they transformed the lakefront into their home turf —and called Insane Impact to light it up.
But this project was no small task, presenting unprecedented challenges that demanded innovative thinking and flawless execution.
"The challenges were immense across the board," remarked Jessie Marks, Chief Revenue Officer at Northwestern. "You don't know what's lurking around the corner. Where were we going to get power? How would we set up the boards? How would we run the feeds to our control room?"
Beyond the logistical hurdles, time was Northwestern's biggest opponent. With only 75 days until the season opener, the pressure was immense.
Charlie Smith, COO at Insane Impact, recognized the ambitious nature of the undertaking: "They were trying to do something crazy. Nobody's ever done something like this before."
The stunning shoreline of Lake Michigan became the canvas for this groundbreaking temporary stadium project. However, the lakefront location created unique sightline challenges that required creative problem-solving for outdoor digital signage.
"We had this spot right on the water... we knew the video boards were going to be on the east side, facing the lake," said Marks. "But we had a big problem: the majority of our seats were in the north and south end zones. We couldn't block a majority of our seats from seeing the video boards."
Understanding that a high-quality LED scoreboard is integral to the gameday experience, our team engineered an innovative dual-display solution.
"We came up with an idea," Smith explained. "We said, 'Hey, we're going to build two scoreboards and angle them slightly to make sure that everybody gets a chance to see them.'"
Our team delivered a dynamic stadium LED screen system that became the centerpiece of Northwestern's lakefront stadium for two complete seasons. Featuring two main video boards, each spanning 40 feet wide by 10 feet deep within their structures. The viewable area of each board measures an impressive 37 feet 9 inches wide by 22 feet tall, constructed from 12 cabinets wide by 7 cabinets tall.
Complementing the main displays, two ribbon LED boards enhance the stadium's visual experience. One is integrated into the double-decker section, and the other is positioned in the endzone. Both ribbon boards are identical, measuring 195 feet 3 inches wide by 37.79 inches tall and are built from 62 individual panels. All displays in this installation deliver crisp, clear visuals with a 10.00mm resolution.
The solution exceeded expectations, providing an exceptional viewing experience regardless of seating location.
"The viewing experience was good for everybody in the stadium," confirmed Marks. "It didn't matter if they were in the endzone or on the sideline."
As a solution-minded company committed to excellence, our team thrived under the pressure of this unprecedented challenge. Our expertise and rapid deployment capabilities proved invaluable to Northwestern's success.
"Insane Impact had that expertise to really say, 'Okay, we've done this before. We've seen it. We can apply it here and get it done for you in a record amount of time,'" Marks recalled.
But that was only the beginning.
The true measure of any partnership comes during critical moments, and the 2025 season proved to be exactly that test. During a routine weekly system check, the video boards suddenly stopped responding—just one day before a home game. This emergency situation demanded immediate action and all hands-on deck. Northwestern's confidence in our partnership showed as they reached out directly to our leadership team.
"I called Charlie Smith, who has been on top of everything from the beginning," shared Chadwick Davis, Associate Athletic Director for Events & Facilities at Northwestern University.
Our response exemplified the dedication that sets Insane Impact apart from the competition. Within thirty minutes, we had mobilized our resources and developed a solution.
“He sent me a text back saying that the part was going to be on a plane in the morning, and he would have someone here to fix and repair the boards."
Harrison Pike, our Field Install Technician, demonstrated the commitment our team brings to every project when he was pulled from another assignment in Houston to address the emergency. His dedication was evident.
"I hopped on a flight this morning at 5 AM," he said. "Up at 3 AM to get out here, get this thing fully figured out, troubleshoot it, and make sure we're all ready for tomorrow's game."
This immediate response represents the standard of service our clients expect and deserve. Smith emphasized our unwavering commitment.
"We're one day before a game day. What that means is we're going to respond," Smith stated. "We send our technicians, our staff—we're sending everybody to the jobsite to make sure that going into Saturday, they don't have any worries or any stress because we've taken care of that problem."
Northwestern University operates in a high-stakes environment where there's no room for compromise. They needed a partner who understood the pressure of Big Ten athletics and could deliver under any circumstances. Our team's understanding of their mission was clear to Northwestern's leadership.
"Insane Impact knows the importance of Northwestern athletics... and therefore took the steps to make things happen," said Davis.
"To bring in that part, to bring a representative here to make sure it's installed properly, and to make sure the video boards are ready for a great game and a sellout crowd tomorrow."
The emergency response showcased our comprehensive approach to any partnership, from procurement to installation to ongoing support. Northwestern recognized our complete commitment to them, long past the point of sale.
"To bring in that part, to bring a representative here to make sure it's installed properly, and to make sure the video boards are ready for a great game and a sellout crowd tomorrow."
This level of dedication and performance has cemented our partnership with Northwestern University as one built on mutual respect and shared commitment to excellence.
"Insane Impact has been one of the best partners, and we've had some great partners in this project. Having Insane Impact here to embrace that challenge with us in such a short timeframe meant executing flawlessly and providing great service,” Marks reflected on the collaboration.
"It would be amazing for me to see what they could do if they had more than 75 days."
