Tag Archives: 2009

SXSW ’09 Interactive Way-finding Projection

The following is a pitch that was a true collaboration between myself and Brian Bowman, while both of us were CD’s at Digital Kitchen.  The core part of my contribution was the way-finding concept, design and functionality (The Dynamic Layer) while Brian’s was the Interactive Content.  Together we worked out how the Interactive Content could be interacted with.   It was very close to a reality, but by the time the festival had the right sponsor on board it was too close to launch to pull it off.  For those of you who have been to SXSW, I think you’ll really appreciate this interactive way-finding projection.

Realtime MusicFilmInteractive Hub

Interactive Wayfinding is a live interactive projection screen offering relevant and current SXSW event information as it happens. The screens are located at the heart of the festival, the corner of San Jacinto Blvd. and E 6th St. and potentially a second location at the convention center.

2 Layers: Dynamic Layer + Interactive Content

The projection itself is comprised of two parts. Layer 1 is a dynamic information layer with event listings, venue schedules, map directions and twitter interactivity. Layer 1 is about getting relevant information to the user immediately. Layer 2 is interactive content designed to entertain an audience, engaging the user in an experience.

Dynamic Layer

The dynamic layer will serve as a high profile filter that will illuminate attendees on the vast array of activities and events during the duration of the festival they may otherwise overlook or miss. This way finding application is comprised of three parts: a news, events, and features feed on the left side; a user-query based interactive location tool on the right side; a highlights and instructional overlay in the middle.

The left column feed will consist of the most recent updates posted on Official SXSW feeds, events/activities based on time of day and day of the week including special events and public after parties, and highlights of additional interactive tools and relevant messaging that can help attendees make the most of their stay. Each item, where appropriate will be color coded to reflect which part for the festival it comes from (e.g. orange = interactive.) Any event/activities that have a particular location related to it, will have a simple shortcode that users can submit from a mobile device to find directional information in the way finding area on the right hand column.

The right column will display the results of location/event queries submitted by mobile devices in a first-come-first-serve manner. Each one will be highlighted in the appropriate festival color and display the user’s ID/’handle to call out the personal request to a users attention. Contained in each result is a snapshot map of where an event is taking place in relation to the installation and the travel distance to that event. Additional information, like shuttle details, can also be added.

The highlights and instructional section in the center would transition after set period of time on top of the interactive video layer to highlight a variety of events and messages. In addition to offering simple instructional information, the center layer would call out events and locations with specific context helping to filter through the countless festival offerings. Featuring specific events, types of events, mapping respective locations of film/music/interactive venues, event schedules for specific locations, and events based on interest level will help visitors to not only get to where they are going but to discover new activities and events. During transitions between the informational layer and the interactive content layer – a branded sponsor animation will trigger, bringing to attention the brand that brought art and technology together to both entertain and inform.

Interactive Content

We have two approaches for the interactive content. The first concept, TweetTitle uses a decidedly live action twitter-centric strategy while the second idea, PunkAnalogue is based on a punk inspired interactive experience. Both of these ideas work seamlessly with the Dynamic Layer.


Drawing upon a Christopher Guest style of shooting (Best in Show, A Mighty Wind) combined with old-school photo studio backdrops, two actors will re-present broad genres of film. Each segment uses close-ups, simulated wide shots, freeze frames (actors simply staying as still as possible), and numerous wardrobe changes. Action shots will be things like running in place while in front of a forest backdrop.    Integration with Twitter (or SMS) becomes imperative as phrases like, “All your base (username) now belong to us.” speak directly to members in the audience. Through-out the day, randomized story paths will enable the characters to re-contextualize each set-up rather than repeating the same linear story on a loop.

Proximity sensors could trigger a jump cut of the actors looking out into the audience (breaking the 4th wall), but this is optional.


In an alternate universe, punk rock’s outlet was computer programming motivated by music. This synergistic conflation creates odd offspring. PunkAnalogue marries Sid Vicious with clean generative programming to make this feel like a bastard lovechild of film + interactive + rock-n-roll.  Central to the PunkAnalogue concept is the exposition of process. How do you ready-make something while ignoring the rules? Starting with scripted and computer generated geometries we will print out a series of animated segments, rebuild them and then photograph the sequence. The process itself will generate it’s own set of unexpected anomalies. Inserting other unexpected techniques, such as representing the 3D generative using folded paper or chipboard (like an architecture model) will add an additional layer of surprising depth and richness.

Using proximity sensors and possibly motion detection, the analogue animations react as festival attendees approach. A library of behaviors respond to audience movement and closeness to the projection wall.

WRX Nation – Branded Entertainment and Social Network

Client: Carmichael Lynch for Subaru

Project: Strategy, Art Direction and Design – Octane TV Integrated Campaign for Subaru’s WRX brand.  Features include: Original Content; Aggregated Video Collection; Customized Enthusiast Social Network built on Kick Apps

This project all started when I was contacted by our sales department to develop an interactive component for a brand integration content campaign on our Octane TV network to engage to Subaru’s enthusiast market.  Collaborating with our internal sales and programming teams, Subaru of America’s (SOA) marketing team, and Carmichael Lynch’s account and creative teams I developed a two-pronged approach.

The first component was a channel of original and aggregated content that would reside on the main Octane website.  For the channel itself, we created a unique logo and related imagery that would stand on it’s own as a sub-brand of the Octane network incorporating the WRX brand – Subaru’s enthusiast focused brand.  From this creative direction we also developed a 3D based, motion graphics opener for the original content that highlighted the core selling points for the newly updated vehicle.

The second component is a user generated content focused website, utilizing the KickApps platform, that would serve as central platform for our enthusiast audience to engage with each other around the WRX brand.  To promote the property, we created platform based widgets that would be placed on the main Octane website and on other enthusiast sites.

Recently established, this platform will be the primary location for a wide range of contests and sweepstakes ideas we have developed to be launched in subsequent quarters.  These contests will serve as the main traffic driver to help Subaru build a long-term enthusiast marketing presence online.

SOA is so pleased with the product they are possibly looking ahead to expand the property to include the full range of vehicles and their audience.




Logo and Opening Animation: Ricardo Castro

Social Network Development: KickApps

Ripe Digital Entertainment – Corporate Brand Identity Overhaul

New Homepage

Since I started working at RDE, I had been dying to re-do the corporate I.D. (click to visit website)

Client: Ripe Digital Entertainment

Project: Creative Direction and Design for Ripe Digital Entertainment Brand ID, Website and Print Collateral

Upon my arrival at Ripe Digital Entertainment (RDE), I had made it a personal goal to redo the brand identity and collateral.  The poorly executed logotype, production value of the collateral, and the website’s usability and clutter had become a source of embarrassment.  Considering the original “paisley” logo was based on a brand naming/identity I had done for a holdings company (same owners) I was personally vested in this identity, and was not happy with where it had been taken since.

Working the former VP of Marketing, I developed a creative brief that outlined the primary challenges, requirements, audience, and messaging for the new identity.  Once we had the foundation for the thinking behind this effort, I called on long-time collaborator Dan Benderly to help make it a reality.  Starting with a broad range of comps, we worked with the CEO to focus in on a logo direction that ultimately would work.  From there we executed on the creative for the print advertising, website, business cards, buck slips, folders, etc.

I could not have been more pleased with the final result.  The “Before” and “After” examples speak for themselves.



Designer: Special thanks to designer extraordinaire Dan Benderly, without whom this could not have turned out so well

Development: Pinacol and their Blazonco platform

RipeTV.com 2009 – All three networks on one site.


Homepage - Click image to view live site

Client: Ripe Digital
Project: Art Direction and Design for RipeTV.com – Merging the 3 Ripe Digital Networks into One Property and Adding Aggregated Video Content from Around the Web.

Gallery (actual screenshots)