Mall of the Emirates 

LED Christmas Tree & Wildfire Show / Sculpture Design & Digital Content

We reimagined the classic Christmas tree by designing a sculpture formed out of 552 LED panels and creating bespoke animated Christmas tree digital content.

Our overall task was to show the effect deforestation is having on our planet. Every hour a show would take place, during which the tree would start to burn slowly, before becoming a raging inferno. This was layered with voice-over from an environmentalist influencer, to drive the message further.

During the day when the show wasn’t running the tree was using real time content to generate falling snowflakes, fairy dust and various animated ornaments.

Role: Creative & Art Direction, Sculpture & Content Design, 3D & Animation Lead

Agency: Mullen Lowe MENA / Power Interactive

Short Highlight Reel