299 PARK AVENUE, NYC

Art directed a year of animations for Capital One 60ft lobby display, welcoming 6,000+ daily tenants.

DESIGNED, PRODUCED, INSTALLED
2021 - 2023

SURFACE: 60’ LED WALL

4 LOOPING ANIMATIONS, 10 MINS EACH
+ WINTER HOLIDAY SPECTACLE

ART DIRECTOR: Reine DeFranco

ANIMATORS: Nate Rodriguez-Vera, Yang Wang,
Adam Rokhsar, Santiago Castano
GRAPHIC ARTIST: Juan Alvarenga

LOBBY ARCHITECTS: Rockwell Group

Supporting a $20M lobby redevelopment, Fisher Brothers commissioned a creative proposal for their landmark LED installation, a surface welcoming 6,000 daily tenants and engaging ~20K daily pedestrian traffic. I developed and pitched original seasonal concepts, designing the LED as a spatial container integrated with the surrounding architecture. Following approval, the scope expanded to include a winter holiday spectacle, positioning 299 Park Avenue as an active participant in the district’s annual Park Avenue holiday displays.

Each animation is a rendered animated 10 minute loop designed in C4D and Unity.

3D COMPOSITION MOCKUP

2022 SUMMER CASCADES
CONCEPT ART + RENDERED STUDY

2021 AUTUMN CITY BREAK
DAYPARTING SEQUENCE

DAYPARTING SEQUENCE

2022 SPRING DAY DREAM
RENDERED CLIP

CONCEPT DRAWINGS