Wewatta HQ Digital Experience
Denver, CO
Studio
Downstream - Portland
CLIENT:
PROJECT:
INDUSTRY:
LOCATION:
YEAR:
VF Corp
Wewatta HQ
Footwear/Apparel
Denver, Colorado
2020
Motion Design
User Experience Design
Digital Branding
AV Engineering
Interactive Software Development
CLIENT:
Overview
VF Corporation is an American global apparel and footwear company founded and headquartered in Denver, Colorado. The company's brands are organized into three categories: Outdoor, Active and Work.
Digital Experience Overview
OVERVIEW:
The Grandstand
DIGITAL TOUCH POINTS
Windows To Nature
Large scale looping videos present the grandeur of the natural world as moving art. Locked on a single view, these painterly scenes feature organic movement that’s soothing and atmospheric, never overwhelming or distracting, making them suitable for display over extended periods of time.
Nature Tones
Creating an ambient effect, this series offers a dialed back alternative to the vibrant scenes featured in other visual modes. From late night to early morning, or during events and speaking engagements, scenes change to fit the desired atmosphere.
Elemental Clock
A large scale typographic clock punctuates the day with visual characteristics inspired by elements of nature. Creating variety in the range of visuals on the big screen, it reveals the time through a series of animated transitions relevant to the time of year, weather or an aspect of nature.
Custom Video
This mode allows VF Corp a “blank canvas” where content can be created and directly uploaded to the grandstand. The content could range from an event spanning an evening, to evergreen content meant to add more depth to the space.
Windows To Nature
NOTES:
Execution
Creating these windows into nature utilized both stock footage and custom content like the aurora borealis, which was generated with various animated fractal noise layers inside AfterEffects.
NOTES:
Delivery
The Aurora Borealis shot could not be easily captured in a still frame. We had to generate our own video in order to more realistically capture this visual phenomenon.
Nature Tones
NOTES:
Execution
As one of the motion designers on the team, my job was to create black and white motion content for the Nature Tones mode. One focused on the ambient motion of ocean waves, and another depicting an aerial view of a mountain range.
NOTES:
Delivery
In order to deliver the final product, developers utilized the black and white content, colorized it and allowed the time of day to drive the color palette, thus creating a unique design for every moment of the day.
Challenges
This project had many unique touch points; the difficult part was having to design standalone applications for each one. The Grandstand is a very large LED with no interaction capability, the Landing is a floor LED that you interact with by walking on it, and the Elevator’s content changed based on the elevation. Being able to help create content for three very different platforms while keeping them connected conceptually was the greatest challenge.
Lessons
Mistakes appear larger on a twenty-foot LED. This is a project where I learned just how important it is to see things to scale, and the challenge of creating content that was several times larger than I’m used to creating. I learned that it’s worth taking the extra time to ensure that your final product will be perfect.
