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.

My Role —

I art directed all three exhibits and created proof of concept 3D models and 2D animations to communicate with the client and development team.

Team —

CD: Gensler, Darren David (Stimulant), AD/VD/3D/MD: Jules Konig, UX: Dana Smith, Dev: Michael Chang, Ritesh Lala, Illustration: TremendousnessClient: OUE

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.

My Role —

I designed the look and feel for the environment, sourced and art directed the illustration work, and animated the illustrations.


Both development and design spent a lot of time prototyping and creating pre-visualizations before we started building any final deliverables.

My Role —

To share creative, I built the environment in 3D using Cinema 4D. I also created maps for the placement of the illustrations.


20 illustrations were commissioned for the landscape, each representing a landmark surrounding the Los Angeles area. I animated each illustration using Adobe Animate in order to produce the proper output for development. Below are a few of my favorites.

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.

My Role —

I created 3D versions of the infinity mirror in Cinema4D to help art direct the lighting and form of the structure.

3D Prototyping

I built mock ups of the Infinity Mirror in Cinema 4D to help inform our fabricator and to have something to show the client.

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.

My Role —

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.