Las Vegas Strip Marquees
This was my first full-scale motion project at Immuta, and it ran on 15 Las Vegas Strip marquees during Snowflake Summit 2022. The campaign brief was Control Data Access Chaos, a visual concept built on tangled forms resolving into order. My job was to take that concept and make it work at outdoor scale: 18 individual compositions across marquees spanning Caesars Palace, Harrah's, Paris Las Vegas, The LINQ, and Planet Hollywood, plus 180 digital floor screens throughout the conference corridor. Every placement was recomposed from scratch for its specific screen environment (aspect ratio, pixel density, viewing distance), not resized from a master.
Team: Open Eyes Media (videography), Spotlight Outdoor (OOH media). Campaign strategy: Paul Molinari. Creative direction: John Carlson.
The creative concept and campaign system (Control Data Access Chaos, the chaos-to-order motion language) came from the team upstream. My role started where that system met the physical reality of the Las Vegas Strip.
I storyboarded and animated two core OOH motion pieces, then recomposed them across all 15 marquee placements individually. That meant 18 distinct compositions, each rebuilt for its screen rather than adapted from a single master file. Aspect ratios, pixel densities, and viewing distances varied enough across locations that a resize approach would have broken the visual logic on most of them.
The LIDS forced-perspective screen was the hardest placement. The screen sits at an angle relative to foot traffic, which physically distorts any composition built on a standard flat-plane assumption. Rather than correct for the distortion at the end, I designed the motion to work with it from the start, treating the angle as a compositional constraint rather than a delivery problem.
All motion had to communicate without sound, at distance, in a noisy outdoor environment, in loops of roughly four seconds. The chaos-to-order read had to land instantly with no context.
During Snowflake Summit week, the placements generated over 600,000 weekly plays and 21M+ impressions across 15 marquees and 180 digital floor screens.
