The US Bank Tower in Los Angeles, the tallest building west of the Mississippi, gives visitors access to some of the most stunning views of LA, but it requires visitors to transfer between elevator banks in order to get to the top. To make the transition interesting and entertaining, we created three unique digital installations that gradually expose visitors to the view they will experience from the observation deck at the top of the tower.
I was lead visual designer and the art director for all three exhibits and created proof of concept 3D models and 2D animations to communicate with the client and development team.
Range of work
Art direction
Visual design
Motion Design
Creative Direction
Darren David
UX Design
Dana Smith
Michael Chang
Ritesh Lala
Project Video
360 Landscape
The first experience is the 360 Landscape, a 50’ x 30’ interactive projection-mapped ellipsoid space which surrounds visitors with an abstract representation of the topography of Los Angeles, as rendered from the viewpoint of the tower. We used Kinect sensor technology to detect presence and proximity of each visitor and based on where they stand, are presented with animated illustrations depicting different locations throughout the LA area.

A custom-fabricated railing hides a collection of LEDs which animate in front of visitors as they approach, drawing them toward the projection. Visitors move around the space at their own pace to crack open each gem and uncover playfully-animated graphics for points of interest that are visible from the top floor.

The ellipse also includes a highly-specialized video mode, facilitating playback of custom-produced content at up to 11,520 x 1,200 resolution, synchronized across two separate walls.

I designed the look and feel for the environment, sourced and art directed the illustration work, and animated the illustrations. To share creative, I built the environment in 3D using Cinema 4D. I also created maps for the placement of the illustrations.
Art Direction
This is an early render from Cinema 4D that lead to the visual direction of the landscape. The final version was built from topographical data.
Getting all 20 illustrations to fit comfortably in the landscape was tricky. I threw together several of these illustrations to help the discussion and to help the developer in the build phase.
I used Google maps data to establish POI placement relative to the position of the exhibit in physical space.
We established 20 points of interest to illustrate and animate. I worked with the amazingly talented Tremendousness to suss out the style and create the final artwork. I then took their illustrations and animated each one using Adobe Animate to shoot out HTML and CSS.
Infinity Mirror
The second installation is a digitally-enhanced infinity mirror that is built into the floor and its shape is designed to mimic the iconic crown at the top of the building. The infinity mirror is lined with animating LEDs which animate based on visitor presence and can be customized to celebrate various themes.
I created 3D versions of the infinity mirror in Cinema4D to help art direct the lighting and form of the structure.
3D Model
I built mock ups of the Infinity Mirror in Cinema 4D to help inform our fabricator and to have something to show the client.
Final Result
The final build turned out amazing thanks to close collaboration with our lighting engineer and fabricators.
Reflection Wall
The third installation is a 30′ wall that features an interactive particle system which tracks visitor movement and captures their pose before casting their shape upwards.
I directed our developer through the use of mock ups and animations built in Adobe After Effects, then tweaked the final parameters to dial in the final look.
I used After Effects to build a crude motion capture mock up of the reflection wall effects. This turned out to be an invaluable tool for communicating with the developer because he was able to build a particle system that was pretty close to final in his first try. He built in tweak-able parameters that I used to finalize the look and feel for final delivery.
Final Result
Horizon Interactive Awards
Award: Gold
HOW International Design Awards
Award: Merit Award
The FWA of the Day
Award: The FWA of the Day Winner