Digital Out of Home and Experiential
Some of the most demanding screens in the world sit inside the most visually chaotic places. Times Square at rush hour, synchronized display arrays, architectural façades, and projection-mapped installations all ask the same thing of motion: communicate immediately, use the environment intelligently, and hold together at a scale where every weak decision becomes visible.
Brief
Out-of-home work has very little time to explain itself.
It must remain clear across unusual aspect ratios, long viewing distances, competing light, surrounding signage, and installations that may span multiple surfaces or an entire city block. A piece designed for a laptop screen rarely survives that translation unchanged.
Approach
I approach each project as a spatial design problem before treating it as a motion problem. The process begins with the physical context: where the audience is standing, how long the work remains visible, what surrounds it, and how the eye travels across the architecture. From there, the team can build a visual hierarchy, pacing system, and technical workflow suited to the space.
Across projects for brands including Nike, MLB, and Samsung, we developed processes that connected concept, animation, testing, and delivery, helping the original creative idea survive increasingly complex display specifications.
Role
Across this body of work, I led motion direction and production, working closely with creative teams, designers, animators, producers, technical partners, and vendors from early concept through final delivery. My role was to translate the creative idea into a motion approach built for the actual environment, then guide the team through design, animation, testing, scheduling, and delivery. That meant keeping the work visually cohesive while navigating unusual formats, synchronized playback, complex technical specifications, and the realities of producing for highly visible public spaces.
From Times Square to Tokyo, the work has to land on the first impression.
The strongest out-of-home motion does not simply fill a screen. It understands the space, earns attention within it, and feels as though it could only have been made for that exact location.
OOH Reel 2025
