Coca-Cola Multiscreen Display

A cinema lobby is not a quiet room. People are queuing, checking phones, steering kids toward the popcorn. Screens are everywhere and nobody is obliged to look at any of them.

This content was made for exactly that problem, across several installations in Cinema City theaters. A 36 screen horizontal strip, a 360 degree projection, and a set of vertical columns. Every piece had to loop seamlessly, work without sound, and hold up whether somebody glanced at it for half a second or stood in front of it for a full minute.

The canvas is the whole challenge. A 36 screen strip is not one wide picture, it is 36 windows with bezels in between, so movement has to travel across the gaps and still read as a single continuous thing. Get the speed wrong and the eye reads 36 separate adverts instead of one idea. The 360 projection had the opposite problem: no edges at all, and nowhere to hide a cut.

These films run at 3840 by 720, which is a shape almost nothing else uses. You cannot borrow a composition from a commercial and stretch it. Everything has to be designed for a letterbox you could park a car in.