THE WORLD DOESN'T NEED ANOTHER SCREEN, IT NEEDS A REFLECTING POND. The truly curious find a surreal and personal journey of observation through world travel. That insight defined the work I led for a series of massive digital installations at LAX's new Bradley International Terminal.
The largest public works project in the history of Los Angeles, the terminal features seven large scale video installations totaling over 9,500 square feet of active video display space.
INWARD JOURNEY As a body of work across all installations, my goal was to turn the ethos of spectacle and entertainment on it's head by inventing an original content language that creates an emotionally inward journey. This language is tailored to the purpose of the building and the state of mind of it’s passengers.
FREEDOM TO BE: Rich, diverse sub-cultures thrive just out of sight throughout the LA, likely the least judgmental city on the planet. The simple idea of Freedom-To-Be became the POV as LA's true soul and brand.
DOCUMENTARIES / THE POWER OF MEMORY: When we travel the world, our eyes are the cameras for our memory. The fleeting visions that nobody else seemed to notice become the most powerful and memorable. Destination city portraits for Barcelona, Seoul and Bangkok were shot as true documentaries- avoiding expected tourism fare and footage, we shot real people living in the everyday. The power is generated not by landmark or event, but by the simple beauty of the captured human moment.
SCULPTURAL STORIES: The work flows as an ambient and non-linear narrative. Digital kinetic sculptures bring the building itself to life and blur the lines completely between video content, sculpture and the installation itself.
FREEDOM FROM GRAVITY: This was the maxim that drove it all. It's a metaphor for flight and the promise of the SoCal dream. Reflect on it.
"Mark was the creative force behind Digital Kitchen's work product for the Integrated Environmental Media Systems (IEMS) at the Tom Bradley International Terminal at LAX. I cannot recommend Mark more highly, he is a consummate professional who worked collaboratively with other content providers to conceive and execute the centerpiece of the passenger experience for the new terminal"
- Michael Doucette, Chief of Airport Planning at Los Angeles World Airports
CASE STUDY: http://vimeo.com/106531607
SEGD Best In Show 2014 / SEDG
The One Show Silver Pencil 2014 / The One Club
Communication Arts Best of Environmental Design, Design Annual 2014
My Role: Head of Creative for all DK / LAX projects, Original Concepts, Creative Director, Writer, Director, Editor.
Executive Creative Director: Anthony Vitagliano,
Creative Directors: Mason Nicoll, Chad Ashley, Josh Hayward, David Mikula Creative 3D Concepts: Todd Kumpf Managing Director/Exec Producer: Cynthia Biamon Head of Production: Erica Coates, Colin Davis Creative Technologist: Robert Diel Show Control: Smart Monkeys, Inc.