We love this kind of challenge because it pushes us out of our comfort zone. The display’s technology is so innovative that making tailor-made content straddled the worlds of art direction and R&D.
Collaborating closely with Sony engineers, we made sure that every pixel took full advantage of the display’s picture quality. This synergistic relationship led to the creation of a rich tapestry of dramatic visual effects. By layering 2D and 3D content, our animated canvas optimized the display’s massive 144-module screen space, wide colour gamut, elevated dynamic range and outstanding resolution. Drawing inspiration from fashion, sports and technology, the visuals featured a bright, high-contrast palette, while 3D motion graphics used the screen’s 3:55:1 ratio to enhance z-axis horizontal motion. These surrealist pop art collages flaunted the Crystal LED’s unparalleled richness and depth for an unforgettable sensory experience.