BRIEF

Create an immersive animation for the largest indoor art screen in Dallas, TX. 

Stream Realty Partners, a national commercial real estate firm, comissioned a large scale animation for The QUAD; a new building complex in the heart of Uptown Dallas. My previous work for the London Symphony Orchestra caught their eye. They requested a dynamic 3D animation for the central lobby, drawing inspiration from that project. The canvas—three screens measuring over 53' wide, and nearly 15' tall.

The central challenge was translating my previous work, based entirely on a conductor's movement, to a new work with no such subject. I addressed this by modeling the space in 3D and creating a site-specific sculpture using VR. The final installation is a captivating piece that echoes and enhances the evolving possibilities within the complex.

PROCESS

Look & Feel 

Our first step was to establish a look and feel for the installation. We divided the work into three buckets for the client to explore; elegant, soft, and expressive. In addition, we provided other studies in case they sparked a reaction.

PROCESS

Spatial Sculpting

After establishing an aesthetic tone, my next step was to create a site specific sculpture that would dictate the placement of each brush stroke. I used the Oculus Quest III to create my own marks in VR. Using Gravity Sketch, I was able to create a physical representation of the screen size. This allowed me to “paint”  in the actual space.

PROCESS

Lighting & Texturing

The VR sculpture formed the skeleton of the artwork. From there, I brought the spatial data into Cinema 4D and began translating it into motion. With the marks and motion established, I created materials that complemented the physical space.

The next step was to experiment with form and color. Together with the client, I worked to capture the right lighting and shading to provide a dramatic effect that enhanced the physical space.

PROCESS

On Site Review

With the animation rendered, I went to Dallas to review the artwork on the big screen. While the building was still under construction, the screen had been installed. This was an important step as it allowed me to adjust minor elements that were not visible when viewing on a normal screen. 

Ari's remarkable ability to grasp and exceed our vision made it a pleasure to work with him! His artistic expertise, evident across his portfolio, coupled with his professionalism and clear communication, ensured a seamless collaborative process. We are thrilled with the outcome—a true show-stopper that Ari has masterfully crafted.

– Jenkins B, Stream Realty Partners

Creative Team @ Stream Realty Partners

Senior Director

Jessica Stroud

Director

Blake Bell

Associate Director

Jenkins Bender

Analyst

Tatum Meeks

Agent / Project Manager

MUCH Creative

© 2022 Ari Weinkle

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