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Welcome to ‘The Art of Doing’ art exhibit for Mountain Dew's annual Dew Tour event. The museum-style gallery featured athletes’ real-time biometric data and personality profiles interpreted in the form of generative art. Biometric data was transformed during the skate competition and transformed into unique animated visualizations on LED screens wrapped in gallery-style frames. The space served as a place to stay cool during the skate competition that took course mid-summer under the California sun, but more excitingly as a sensational real-time art experience. This project included animations, wall graphics, apparel design, and digital and social media assets.
It gained press from media sources such as MTV, Hypebeast, Complex, and Thrasher.
As assistant creative director I played a key role in the visual and experiential development of the Art of Doing.
The dedicated team included:
Rana June - CD
Steven Wong - Senior Designer
Micheal Gorbachev - Visual designer and Engineer
Joe Aimonetti - Senior Copywriter