The Commission
A permanent installation for the opening of Hard Rock Hotel and Casino Atlantic City in 2018. One hour of loopable content across 12 projectors and 4 walls in the casino’s main atrium.
Produced through Radical Media with Executive Creative Director John Kamen.
The Scope
Six creative categories. Treatments written for each. Complete run of show conceived from scratch.
The project included directing a documentation shoot at Hard Rock headquarters.
Cultural artifacts including Michael Jackson’s original glove and Jimi Hendrix’s Guitar Sacrifice
Content that required the same creative rigor as the music it honored.
Hundreds of deliverables stemmed from the original design exploration. The installation was the anchor. The visual system extended across the property.
The Execution
A multidisciplinary team assembled and led across designers, art directors, CG specialists, editors, and creative technologists.
Budget assessment, production pipeline for an 8K projection canvas, technical requirements across 2D and 3D animation and film production grade rendering. Creative approvals presented directly to Hard Rock’s president and executive committee throughout development.
Concept through delivery. Full scope ownership.
Credits
Client: Hard Rock Hotel & Casino
Production Company: Radical Media Studio
Executive Creative Director: John Kamen
Executive Producer: Naomi Gilbert
Creative Director: Felipe Posada
Creative Director, Studio: Nick Panama
Executive Producer: Paul McAfee
Technical Director: Gavin Shaphiro
CGI Artists: Nate Rodriguez-Vera, Gabriel Pulecio
Lead Design: Ricardo Villavicencio
2D Animation/Compositing: Juan Monasterio, Paul Jae Kim, Jenny Yang, Cynthia Larenas, Felipe Posada
Creative Technologists: Brian Allen, Kelly Vigil