CASE STUDIES
“CTRL + STORY”
How creative direction, artistic sincerity, and functional design meet technology to build experiential futures (aka leaning into feeling and sharing...when anything can now be made).
7000 Vista, Des Moines
In response to a client brief demanding unmatched realism, variation, and daily adaptability, we created five hyper-realistic, seamlessly looping waterfall animations inspired by real Iowa landmarks. As Creative Director, I approached the challenge by compositing multiple local falls into grander, imagined “combination falls,” enabling the scale and aesthetic impact the client envisioned. Each animation was meticulously crafted in 6K resolution with modular segments, allowing for infinitely variable playback durations.
To further address the need for temporal and visual dynamism, we designed gradient overlays that subtly shift throughout the day, signaling time through color, and produced custom audio beds combining waterfall FX with indigenous wildlife sounds. A custom TouchDesigner CMS provided real-time control over asset layers and media properties, all synchronized to a seasonally shifting, atomic-clock-based schedule—ensuring the experience remained alive, responsive, and immersive throughout the year (video coming soon).
46 Penn, Kansas City
Digital Town Clock – Generative Data Sculpture
This project reimagined the traditional town clock as a contemporary digital landmark—one that informs, beautifies, and connects. As Executive Producer and Co-Creative Director, I helped lead the transformation of historical civic iconography into a real-time generative artwork that visualizes both time and weather through shifting color, form, and physics-based motion.
We developed a custom-coded visual language where each element—spheres, liquids, gradients—corresponded to live weather data. These abstracted components evolved continuously across the day, creating an ambient yet informative mural across the building’s façade. Every 15 minutes, the artwork would subtly crystallize into a readable clock form, offering the community both a poetic and practical engagement with public space.
Designed to serve as both a data interface and urban sculpture, the piece became a modern civic symbol—its beauty rooted not just in aesthetics, but in its relevance to daily life (video)
Ally Bank, Charlotte
LED Identity System – Multi-Floor Branded Media Installation
This permanent installation redefined brand expression through architectural media, extending the bank’s interior design philosophy into a dynamic, multi-floor LED canvas. As Co-Creative Director and Executive Producer, I led our studio from concept through launch, overseeing creative development, client collaboration, quality control, and marketing.
On the building’s ground level, we developed a high-resolution (1.2mm) finned LED installation that featured a generative animation resembling a living topography. Infused with real-time local data, the piece reflected community and economic patterns through evolving shapes and scales—visually tying the bank’s message of local connection to tangible financial indicators. Accompanying narrative text reinforced the brand’s community-first ethos.
Upstairs, a striking 150-foot semi-transparent LED wall served as a vibrant interface for brand and community messaging. Designed to feel both welcoming and modern, it maintained transparency while offering full visual control, positioning the bank as a forward-thinking, visually bold alternative to traditional financial institutions (video).
Wishire Grand, Los Angeles
Wilshire Grand Inauguration – A Skyline-Worthy Spectacle
For the grand opening of the Wilshire Grand—Los Angeles’ tallest building and the new global headquarters for Korean Air—we were tasked with designing a once-in-a-generation celebration to match the ambition of the structure and the legacy of the brand. As Executive Producer and Creative Director, I led the creative vision and production from concept through execution, crafting a multi-layered experience that honored history while signaling innovation.
To introduce the building and tell Korean Air’s story, we produced an original 15-minute documentary blending archival footage with cinematic storytelling, culminating in what appeared to be a seamless transition to a live aerial feed of the building’s inaugural lighting sequence. That sequence—a real-time animation mapped across 73 stories—included custom choreographed figures and dynamic lighting that transformed the tower into a living beacon.
Signature production elements included a custom-built, scale-model jet button to trigger the lighting show, a bespoke K-pop theme song, and high-wire acrobatic performances that framed the event with spectacle. Post-launch, we developed a branded OOH projection system for continued use—mapping logos, seasonal content, and a custom New Year’s countdown with simulated fireworks, cementing the tower’s role as a cultural landmark (video)
Kettner, San Diego
Kettner Building – Ambient Visual Identity for Architectural Integration
Situated between San Diego’s Little Italy and Columbia districts, the Kettner Building’s design team sought a digital feature that would reflect the sophistication of its modern interiors while maintaining a meaningful visual connection to the surrounding neighborhood. As Executive Producer and Co-Creative Director, I led the development of a bespoke content system that honored this dual intent.
The client’s request for a moody, cinematic “True Detective”-inspired aesthetic served as our creative foundation. We expanded on that tone to develop a timeless, layered visual system—one that subtly interwove historic and contemporary imagery into an ambient, ever-evolving digital collage. The visuals were algorithmically choreographed to produce unique, seamless combinations, ensuring the piece remained fresh and non-repetitive while remaining cohesive with the building’s clean, architectural language.
This evergreen approach delivered not just a decorative media moment, but a quiet storytelling canvas—bridging past and present, inside and out (video)
LA Library, Los Angeles
Los Angeles Public Library – Digital Storytelling Through History and Participation
Commissioned to create original content for the Los Angeles Public Library’s new large-scale interior LED display, we were tasked with crafting a visual experience that honored the institution’s cultural legacy while engaging a contemporary, diverse public. As Executive Producer and Creative Director, I led the initiative to design content that was both historically resonant and visually innovative—bridging past and present through digital storytelling.
The project unfolded in two principal creative scopes, along with an ongoing curatorial plan. The first was a reimagining of the library’s historic ceiling reliefs—often overlooked but rich in detail. We transformed these architectural elements into a vibrant, evolving vector-based animation, creating a digital kaleidoscope that brought renewed attention to the building’s artistic heritage.
The second was a series of slow-motion narrative portraits inspired by influential Los Angeles historical figures. In a gesture of community inclusion, the roles were performed by library patrons, whose likenesses were styled with symbolic props and settings reflecting each figure’s story. What first appeared as still images slowly revealed subtle motion—an unfolding of history suspended in time.
Together, the pieces elevated the LED display into a civic storytelling platform—one that invited reflection, discovery, and active participation from its viewers (video)
Paramount Hotel, Dubai
Paramount Hotel, Dubai – Evoking a Legacy Without the Library
For the Paramount Hotel in Dubai, the creative brief came with a unique twist: evoke the cinematic legacy and storytelling grandeur of Paramount Pictures—without using any actual film footage or existing IP. As Executive Producer and Co-Creative Director, I led our team in turning this constraint into a creative opportunity, crafting original content that channeled the spirit of classic Hollywood without leaning on its literal imagery.
We proposed and developed a series of immersive, custom-curated visual narratives designed to subtly echo Paramount’s iconic themes—romance, drama, noir, and adventure—across various touchpoints of the guest journey. For the 8K resolution lobby installation, we created sweeping, symbolic visual vignettes that embodied the emotional scope and elegance of the Paramount brand. In the speakeasy lounge, we shot bespoke film-noir inspired live-action pieces, drawing guests into a richly styled atmosphere that blurred the line between observer and participant.
To welcome international guests, we designed an interactive "sands-of-time" world clock—an ambient animation that responded to time zones and gently shifted throughout the day, grounding each visitor in a shared, cinematic moment.
The result was a collection of elevated, original experiences that transported guests into a world shaped by the legacy of storytelling itself—one in which they became characters in a film all their own (video)
Marriott, Los Angeles
DTLA1 – Transforming a Hotel Facade into a Cultural and Commercial Beacon
What began as a digital signage opportunity at the Marriott Courtyard in downtown Los Angeles quickly evolved into DTLA1—a city-defining fusion of public art and premium media sales. As Executive Producer, Co-Curator, Cinematographer, Event Organizer, and OOH Sales Support Lead, I guided the project from launch into becoming one of the most iconic LED screen experiences in the country.
The 3-story, 50% transparent LED display—uniquely integrated into the building's façade—was programmed with an ambitious 80/20 content model: 80% commercial media, 20% curated digital art. This dual-purpose platform set a new precedent, not just for revenue generation (DTLA1 became one of the highest-grossing U.S. screens from 2016–2021), but for what branded urban space could mean to a city’s cultural landscape.
To maximize both creative and commercial value, we curated and produced quarterly art exhibitions featuring motion works and photography by internationally renowned artists. Custom branded creative co-productions were developed in-house, often pairing the polish of high-end advertising with the tone and style of public art. Our POPs (proofs of performance) were among the highest production value in the industry—designed to elevate client campaigns and reinforce the screen's prestige.
Launch events for each new exhibition were more than unveilings—they became part of the LA cultural calendar. Public art openings drew large audiences, earned media coverage, and generated millions of impressions across social platforms. The result was a landmark not only in light and motion, but in how public art and advertising could coexist—and thrive—as a shared civic experience (video)
US Bank Tower, Los Angeles
Curated Digital Art as a Commercial Catalyst
In the heart of downtown Los Angeles, the US Bank Tower's 8K-wide, 1K-tall panoramic LED display was transformed from an underutilized screen into a curated cultural centerpiece. As Executive Producer, I led our creative team in reimagining this high-visibility space through quarterly digital art exhibitions that elevated both the tenant experience and the building’s public identity.
Our team curated and produced immersive programs featuring emerging and mid-career artists working in digital video—locally and globally—bringing new voices in contemporary art directly into the daily lives of tenants, guests, and international visitors. These rotating showcases included custom panoramic animations, cinematic live-action works, and interactive content designed specifically for the screen’s expansive format.
What began as a rebrand of outdated lobby content grew into a city-facing cultural platform—bridging commerce and creativity. Each exhibition was produced in-house, with our team managing all phases from artist selection and creative development to account management and client-specific requests.
This ongoing curatorial initiative not only enriched the building's atmosphere but also created measurable commercial value. Over three years, the tower saw a 60% increase in tenant demand, as the digital installation became a symbol of creative innovation and a defining feature of one of Los Angeles’s most prestigious addresses (video)
SVStudios, Los Angeles
Launched in 2019 as one of California’s only non-tentpole virtual production rental stages, SVStudios LA began as the smallest, most affordable VP studio in central Hollywood—with minimal infrastructure but a clear vision. As Executive Producer, I led the studio’s growth from initial R&D through full-scale operations, overseeing design strategy, staffing, branding, marketing, technology upgrades, client relations, and a slate of immersive and commercial events.
In just a short time, SVStudios evolved into a recognized production brand and a trusted model for agile, mid-scale virtual production in Los Angeles. Its unique value proposition—industry-exclusive multi-format LED “collage wall,” top-tier LED volume specs, an application-specific, ultra-reliable server/player/sensor system, and a welcoming, open-format studio design—quickly made it a go-to destination for major commercial and studio clients.
Specializing in car process work and mid-scale VP, the studio served hundreds of productions across branded content, music, episodic, film, and experiential formats. Clients included Apple TV, Netflix, Paramount+, Hulu, HBO, and more, with crew sizes often exceeding 100 and a regular rotation of top-tier talent and creative teams.
What started as a low-cost, underdog stage ultimately set a new standard in virtual production—proving there was both a creative and commercial appetite for a nimble, service-oriented, and highly capable alternative in the heart of Hollywood (video)
