Brand Stories
VIACOM ATTENTION EXPERIENCE
VIACOM ATTENTION EXPERIENCE
VIACOM ATTENTION EXPERIENCE
VIACOM ATTENTION EXPERIENCE
HOW DO YOU NAVIGATE THE MOST COMPLEX ECONOMY OF ATTENTION IN HISTORY?
With new distractions every minute, getting the attention of consumers is more complicated than ever. If attention is finite — and stimulation unrelenting — how does anything break through, much less get someone to care? How do media companies, brand builders and content creators successfully navigate the most complex economy of attention in history to drive real engagement? To address these questions, Scratch (a division of Viacom) conducted a series of studies and released their findings through The Attention Experience: an interactive, multi-sensory exhibit at Viacom’s Times Square headquarters. Gallery walls, displays & mounts, lighting structures, and vinyl graphics & window clings were installed on-site over the course of three days. The two week long interactive exerience also included a speaker series featuring actress Laverne Cox, entrepreneur Gary Vaynerchuk, Spotify CMO Seth Farbman, and the co-founder of the viral ALS Ice Bucket Challenge Nancy Frates.
With new distractions every minute, getting the attention of consumers is more complicated than ever. If attention is finite — and stimulation unrelenting — how does anything break through, much less get someone to care? How do media companies, brand builders and content creators successfully navigate the most complex economy of attention in history to drive real engagement? To address these questions, Scratch (a division of Viacom) conducted a series of studies and released their findings through The Attention Experience: an interactive, multi-sensory exhibit at Viacom’s Times Square headquarters. Gallery walls, displays & mounts, lighting structures, and vinyl graphics & window clings were installed on-site over the course of three days. The two week long interactive exerience also included a speaker series featuring actress Laverne Cox, entrepreneur Gary Vaynerchuk, Spotify CMO Seth Farbman, and the co-founder of the viral ALS Ice Bucket Challenge Nancy Frates.
With new distractions every minute, getting the attention of consumers is more complicated than ever. If attention is finite — and stimulation unrelenting — how does anything break through, much less get someone to care? How do media companies, brand builders and content creators successfully navigate the most complex economy of attention in history to drive real engagement? To address these questions, Scratch (a division of Viacom) conducted a series of studies and released their findings through The Attention Experience: an interactive, multi-sensory exhibit at Viacom’s Times Square headquarters. Gallery walls, displays & mounts, lighting structures, and vinyl graphics & window clings were installed on-site over the course of three days. The two week long interactive exerience also included a speaker series featuring actress Laverne Cox, entrepreneur Gary Vaynerchuk, Spotify CMO Seth Farbman, and the co-founder of the viral ALS Ice Bucket Challenge Nancy Frates.
CONCEPTING
EXPERIENTIAL DESIGN
STRATEGIC STORYTELLING
PRODUCTION
INSTALL MANAGEMENT
CONCEPTING
experiential design
style guide
production
install management
Role CREATIVE DIRECTOR
Role CREATIVE DIRECTOR
Client VIACOM
Venue VIACOM NYC HEADQUARTERS, TIMES SQUARE
Production SCRATCH
Custom Numbers ADAM MENDALA
Press FAST COMPANY / HUFFPOST
Exhibit teaser video
Entrance introduction
Entrance introduction
Entry hallway — floor vinyl & signage
Entry hallway — floor vinyl & signage
Installation graphics
NOT ALL ATTENTION IS CREATED EQUAL —
NOT ALL ATTENTION IS CREATED EQUAL—
“ENGAGEMENT IS
THE APEX.”
“ENGAGEMENT IS THE APEX.”
“ENGAGEMENT IS THE APEX.”
“ENGAGEMENT IS THE APEX."
Installation timelapse & flyover
Interactive exhibits
WHEN IT COMES TO ATTENTION:
WHEN IT COMES TO ATTENTION:
“CONTEXT MATTERS.”
“CONTEXT MATTERS."
Graphic pattern impact wall
Graphic pattern impact wall
Custom number set
Custom number set
