The room is a film.
An edgeless, 360 degree ambient film installation that plays one part in a beautifully realized and forward-thinking architectural design. We were asked to create an 8 minute film for MGM’s CityCenter that artfully embodies the CityCenter brand to prospective luxury home buyers. The film played on a larger-than-life 360 degree screen surrounding the audience in an immersive lifestyle experience.
Case Study
The Challenge
MGM started marketing the CityCenter condominiums three years before their scheduled completion date. We needed to transport potential buyers to a world that hadn’t been built and make them want to stay there.
The Solution
We created an impressionistic, day-in-the-life narrative film to capture the essence of luxury living in a truly unique place on earth. The viewer became the central character. The film’s hypnotic narrative transcended the screen and brought the showroom to life. We found harmony between the scale of the screen, mesmerizing imagery, and the aspirational lifestyle that MGM created with CityCenter.
Credits
Creative Directors
Frank Pichel
Colin Day
Producer
Carrine Fisher
Designers
Frank Pichel
Caleb Van Winkle
Animators/Compositors
Cody Cobb
Ryan Gagnier
Tim Howe
Jance Allen
Colin Hess
Matt Lavoy
Han Lee
Thai Tran
Dennis Wilkins
Caleb Van Winkle
3d
Brad Abrahams
Cody Cobb
John Foreman
Morgan James
Live Action Directors
Frank Pichel
Colin Day
Exec. Creative Director
Matt Mulder
Exec. Producer
Mark Bashore