For the epic digital landscape in LAX’s new Bradley International Terminal, we created engaging content at the intersection of sculpture, story and brand.

Overview

We concluded that today’s travelers are not seeking out screened entertainment or spectacle from their facilities while on their journey. Yet, travelers are very open to surprise and delight from new visual languages and experiences. We took a sculptural approach to the entire project to create a new narrative with passengers, fitting into the emotional dream-state of travel. We developed an entire branding ecosystem for LAX Bradley Terminal West, including original marks, branded animated forms, and a full array of information display and color systems.

BRANDING THE MOST MISUNDERSTOOD CITY IN THE WORLD

As the largest public works project in the history of Los Angeles, the Bradley International Terminal now stands as the latest and largest branding opportunity for the city. DK began the project by creating a brand story for the City of LA. We expressed LA’s heart not in its landmarks, film business, shopping, beaches or weather, but in it’s place-of-mind.

Here, you can invent yourself…free from judgment. We focused on the countless rich sub-cultures thriving just out of sight. From airbrushed vans, still-curious museum ladies, surfers and suburban skaters, all of our work within LA was driven by the simple idea of Freedom to Be.

THE CURIOUS TRAVELER

Even today, global travel remains a surreal, time warping experience. We concluded that today’s travelers are not seeking out screened entertainment or spectacle from their facilities while on their journey. Yet, travelers are very open to surprise and delight from new visual languages and experiences.

We took a sculptural approach to the entire project to create a new narrative with passengers, fitting into the emotional dream-state of world travel.

Our live action work follows what we term “Ambient Narrative”. Using observational, documentary techniques, the work is non-linear, non-jarring, experiential, ambient, and sparingly edited.

Our CG work acts as calming digital abstract kinetic sculpture, honoring flight and freedom from gravity.

THE WORLD IS HIDING IN PLAIN SIGHT

We created a series of destination city portraits for Barcelona, Bangkok, and Seoul. Again, we approached the filmmaking from the point of view of the real world traveler. Rather than covering the known landmarks with commercial sensibilities, we sought out the magic that exists in the everyday. From a Thai exercise class at dawn, a butcher shop in Barcelona, and young BMX bikers gathering under a bridge in Seoul, we found the genuine moments that make the world worth traveling.

SCULPTURAL STORIES

The curious traveler observes the world not in discreet scenes, but in surreal remixes of experiences, memories, and poetic personal interpretations.

Our storyboard films break new ground in film design. By utilizing the multi-screen storyboard feature, several scenes can play out at once in non-linear form, creating dream-like experiences that more effectively capture the magic and memory of world travel.

Our narrative pieces honor film genres in the same surreal fashion, unleashing the visual timeline that tethers single-screen formats.

THE BUILDING IS THE BRAND

We developed an entire branding ecosystem for LAX Bradley Terminal West, including original marks, branded animated forms, and a full array of information display and color systems. The Destination Board features custom animated brand sequences for each destination city and generative art created from real flight data between the Terminal and the world.

Our custom branded cloudscapes are inspired by the light and form of the Fentress architecture, serving as a living kinetic expression of the building itself. “Bradley’s Birds” fly freely through the building from feature to feature. The animated brand sculptures are the single consistent visual element on every digital feature and gate information display in the terminal.

As a body of work, our approach to engagement was expressed through live-action narrative, documentary, design, and CG art forms on all of seven media features. We implemented a fresh perspective toward content in the public space, building on DK’s 15-year legacy of consumer engagement through innovative and emotionally meaningful content.