Leaps by Bayer
Assignment: Installation concept, digital art and user experience
Role: Creative Direction
Agency: Critical Mass
Awards: 2019 Cannes Lions Health, Bronze, 2019 ADC Awards Spatial Design
Press: AdAge
The making
The base of the experience was a life-sized 1:1 scale replica of the 25 steps in Lyon, France. A total footprint 26’W x 18.7’H x 40’D FT. The risers were lined with 750 RGB LED matrix panels.
We worked closely with selected contract developers, architects and fabrication partners to build out the physical and tech components.
A total of 1.5 million individual LED lights. Converted the structure into a massive LED wall. We integrated an interactive layer for the LEDs, inviting attendees to create, personalize and submit their very own piece of generative art directly from their mobile phones in real time.
The Execution
The base of the experience was a life-sized 1:1 scale replica of the 25 steps in Lyon, France. A total footprint 26’W x 18.7’H x 40’D FT. The risers were lined with 750 RGB LED matrix panels.
A total of 1.5 million individual LED lights. Converted the structure into a massive LED wall.
Generative Art
We integrated an interactive layer for the LEDs, inviting attendees to create, personalize and submit their very own piece of generative art directly from their mobile phones in real time.
The procedural engine was built in ThreeJS/WEBGL — designed with a shape and color library developed as a proprietary visual language representing the three main categories of each leap. We named this language the Bayer Leaps DNA.
Result
The negative space underneath the steps needed to be modular and flexible. We sought out to make it feel like an immersive environment while also providing an open area for conversation and meetings. Summit also chose to host some talks within the space and even set up an impromptu morning yoga session for select attendees.
Notable celebrity sightings and nods of approval included Usher, Chris Rock and Kimball Musk. Since its debut at Summit, the leaps installation has been touring all over the world promoting the leaps mission
At various conferences, events and schools sponsored by Bayer. After its run, the structure is planned to be converted as a permanent installation at Bayer AG’s global head quarters in Leverkusen, Germany.
