HQ Atrium

Animation, Large Scale, Environmental

In October of 2018, McCormick & Co. opened its new global headquarters in Hunt Valley, MD. Central to their state-of-the-art new building was a soaring eight story atrium featuring a three-and-a-half story tall LED screen.

First Person partnered with McCormick to produce a series of motion art pieces that would run continuously on the screen and serve as a prominent visual centerpiece for the company's employees and visitors.

We hit upon this phrase to describe the objective of the motion art as it played in the space. McCormick was clear that the screen was not meant to be a venue for marketing, messaging or more product-focused content. Rather, they wanted the screen to serve as a work of art that conveyed beautiful animation meant to be admired.

We also knew the animations would run on a continuous loop throughout the day in an atrium surrounded by offices, conference rooms and break kitchens.

The motion had to be subtle, tasteful, colorful but not too intense, and balance both an initital "wow" factor with the functional needs of a prominent background element in a busy working space.

In other words, it had to be amazing but also comfortable.

Ginger

Onsite testing was essential to ensure the animations were welcome guests in their space. My creative director and I flew to Baltimore and visited the McCormick headquarters in person.

We tested the colors, timing, frame rates, resolutions and file-sizes, pushing all to their limits to achieve the highest visual quality without breaking the technology or causing stutters, buffering and other A/V glitches that would tarnish the effect.

Sea Salt

Flame Broil

Savory

Herbal

My Role

Agency

First Person

Creative Director

Tony Welch

Project Manager

Media is a tool. Be constructive.