Clemson University

Giving 110%

A man places his hand upon a replica of Howard's Rock at Experience Clemson.

Clemson football players rub the infamous Howard’s Rock for good luck and run down the hill into the 80,000 seat stadium, nicknamed Death Valley. The Giving 110% media experience showcases the hard work and achievement of these student athletes on an 80” standalone monitor obliquely facing Greenville’s Main Street, with a 3D replica of Howard’s Rock situated in front of the screen.

In attract mode, a high-energy cinematic loop depicts Clemson athletics in all its emotion, following athletes through their daily lives, from early morning workouts and full class loads, to game day preparation and the glory of victory. When visitors put their hands on Howard’s Rock – just as the football players do – they activate its capacitive sensor, triggering a kinetic, first-person video of “Running Down the Hill” at Death Valley on game day. At the sound of the cannon in the video, visitors experience this iconic Clemson event from the point of view of the football players, hearing and feeling the excitement of the roaring crowd of fans.

The most exciting 25 seconds in college football...

Touching the Howard’s Rock replica plays a video of the iconic moment where Clemson Tigers run onto the football field.
Facing Main Street, the Giving 110% video screen draws in passersby as well.
At night, the Brightsign video player plays an evocative black & white sequence.
Upswell did AV engineering and managed 3D fabrication of the rock.
A replica of the current rock pedestal was created in mild steel by Manual.


  • Experience Clemson


  • Greenville, SC


  • 2015


  • LS3P
    • Architect of Record
  • Manual
    • Fabrication
  • Open Studio Collective
    • Design Architect
  • Rodgers Builders
    • General Contractor