In anticipation of the NFL Draft taking place in downtown Philadelphia, Brandywine Realty, the owners of CIRA Center and FMC Tower, recommended that the NFL commission Pixelumen Lab to design custom content for the week leading up to and including the Draft. The two skyscrapers worked in tandem with complimentary dynamic content. Pixelumen Lab was linked with ESPN and NFL Network broadcast teams to display the content for whichever team was live on the clock.