Pavilions
My experience in this area is mainly within the aerospace and film & TV sectors.
As is the case with the majority of pavilions the environment is a mix of product immersion and hospitality. With aerospace the overall look and feel would be predominantly corporate with a highly detailed product zone and separate hospitality suite. Film & TV was much more content driven with the latest releases dominating the visual look and feel. The environment utilised specific meeting and preview spaces, which could have film or TV themes, and hospitality spaces where both graphic and live content would be included. The nature of the 'product' meant that the whole pavilion had varying degrees of immersion.
As well as creatively leading these projects I also had a large hands on involvement. This involved a lot of the graphic concepts and design and for the film & TV clients
many hours in edit suites creating the event screen content.
The Film & TV client pavilions also often had separate live promotional events for
new releases which became mini live events in their own right.
UTAS airshow pavilions combined product immersion, hospitality and meeting spaces for an audience predominantly made up of engineers and fleet operators. The product story therefore had to be technically accurate while remaining clear and engaging.
For this show I developed a new narrative style and visual language to communicate that story. The approach was subsequently adopted more widely and led to me developing a new brand look and feel for UTAS.
I creatively led the winning pitch for Bombardier, a relationship that subsequently grew
across virtually all of its business divisions.
For Business Jets the audience was owners and fleet purchasers rather than engineers, so the pavilion had a very different emphasis: high-end hospitality, dining and private meeting spaces where deals could be done - including a complete legal office. The aircraft themselves, of course, provided the ultimate product experience just outside.
Disney, Sony Pictures, Warner Bros. and FremantleMedia were among the film and TV clients
I helped win at pitch and subsequently worked with.
The pavilions combined strong corporate branding with promotion of the latest film and television properties. My involvement went beyond the environments themselves and included creating much of the promotional video content - which meant plenty of time in edit suites and sound studios as well as the 3D creative direction.
The Skolkovo experience was designed to communicate the future vision for this new hi-tech city in Russia through an immersive, museum-style environment, including interactive elements such as a gesture-controlled digital tour of the campus.
One of the more technical creative challenges was working with the production team to make the whole experience feel genuinely immersive when, behind everything, we were essentially building it inside a tent.
