Obscura Digital

Obscura Digital, founded in 2000, was a San Francisco-based creative studio that combined next-level technology with awe-inspiring artistry to transform spaces into experiences, locations into destinations, and moments into memories. Obscura worked with visionary, global change-making clients to create one-of-a-kind immersive multimedia experiences that reinvent physical space and inspire audiences. They provided both cutting edge technological development and content creation to develop light- and video-based augmented architectural integrations, large-scale projection mapping, and interactive media interfaces.

Clients/Projects with Obscura: MSG Sphere early development, Art on theMart, AT&T Discovery District, Al Wasl DubaiCNN Election Night Empire State Building Projections, SF Travel/Moscone Center, Li Ka Shing Foundation Nantong Museum & Shantou University, Qasr Al Hosn, Representation Project “Be a Model Man” Superbowl Campaign, Visa Skyline Projections, DirectTV Pier 70 Super Bowl event, and others under strict NDA.

I’ve featured a few standout projects below. Addtional work with Obscura, including process documentation, is available for review & discussion on request. Get in touch!

ROLE

Associate Creative Director, Media Producer

YEARS

2004-2010                                                                      

RESPONSIBILITIES
  • Experience & Creative Strategy
  • Creative Development & Direction
  • Business Development & Client Relations
  • Immersive Experience Design
  • Content Production
ROLE: Associate creative director

AT&T Discovery District

Obscura Digital was initially hired by AT&T to peer review Gensler’s experience design for the $100 million overhaul of its Corporate HQ in Dallas. Gensler had laid out a series of activations across the sprawling plaza and three buildings it connected. However, it was missing the resonance of the AT&T brand. We changed their core plaza scultpural interactive installation called “The Peel” into a shape that echoed the AT&T logo, which would serve as the connective heart of the plaza. From there we transformed the design so that all content platforms would draw people in and allow the AT&T/Time Warner brand to flow from the heart of the plaza throughout the entire Discover District experience. I was responsible for the experience & creative strategy that anchored this project. Unfortunately Obscura shuttered its client business just after our pitch and design was selected to move forward. AT&T and Gensler completed the project in 2020. 

Project Site
ROLE: Associate creative director

Al Wasl Plaza Dubai Expo

Obscura Digital was engaged by Adrian Smith + Gordon Gill Architecture to design the projection system for its massive crowning center of the Dubai Expo 2020. Once engaged we brought our renowned experience strategy to the table, developing a content program that would ensure this world’s largest installation would shine with its intended purpose. Our involvement in the project ended before completion when Obscura ended its client business in 2019. 

Video
ROLE: Associate creative director 

Art on theMart

Vornado Realty asked Obscura Digital to create a new public art icon for the city of Chicago and its legendary Merchandise Mart property. Our team got to work developing a permanent projection mapping design that would endure the city’s seasons and an experience strategy that would keep the resident and tourists engaged. Initially we proposed a slate that would celebrate the city’s rich and dynamic culture, but our clients wanted to ensure it was not just for the city but by the city. We landed on designing a content platform that would host a curation of submitted artwork. My contribution was conceiving a dynamic cms that would provide evolving treatment styles and transitions with customization parameters to keep the content fresh and within the best practices given the scale and location. 

Video
ROLE: Associate creative director

Qasr Al Hosn Festival

Obscura  was tasked with designing and producing an immersive tour through this 250 year old world heritage site for the 4th Annual Qasr Al Hosn Festival in Abu Dhabi UAE.  The tour featured three separate projection-mapped environments that brought the past to life through animations, historical footage, and an informative narrative. I was responsible for digging into the history of the site, creating a visual narrative, and working with the creative director to ensure our animations presented a historically accurate depiction. 

External link
ROLE: Media Producer

DirectTV Super Bowl 50 Party

The 6th Annual DIRECTV Super Fan Fest was part of the Super Bowl 50 festivities, but it was far from Super Bowl City in both geography and attitude. The Pier 70 destination fan event drew an estimated crowd of 20,000 over two nights to the lavishly converted pier building that featured two stages and three stories of viewing space. Dave Matthews Band, Red Hot Chili Peppers, Run DMC, and a surprise performance by Snoop Dogg played to capacity crowds. 

Video
ROLE: media Producer 

Visa Skyline Projections

With Super Bowl 50 in their backyard, Visa’s goal was to develop a campaign to support its NFL/Super Bowl sponsorship, but to also break away from traditional marketing and offer a special gift for city they call home. Visa partnered with Obscura to create key content for a large-scale art installation at their One Market headquarters in the densely populated Super Bowl City.

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MSG Sphere
Gray Area
Recombinant Media Labs
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