Sports Illustrated x Medium Rare wanted to reinvent its awards format for a new generation of fans while navigating the changing realities of live events and remote participation.

Traditional awards shows were struggling to remain culturally relevant. Sports Illustrated needed a format capable of engaging younger audiences while maintaining the prestige of the brand.

OS Studios developed a hybrid live production model, initially broadcasting from Las Vegas before scaling into a full live event hosted at the Seminole Hard Rock Hotel & Casino. The show combined studio production, remote celebrity appearances and live audience participation.

The project demonstrated how legacy sports media brands could successfully evolve their event properties for a modern audience.

8.7 million live viewers, 26 remote celebrity appearances and a completely new awards format built for a digital audience.

Produced and broadcast the first fully hybrid Sports Illustrated Awards, combining in-person production, XR technology and live remote participation.