Painted By Everyone

Row DTLA 2019 - VT Pro Design

Working with BBDO New York, VTProDesign was asked to create an interactive experience for Bombay Sapphire to produce a fully crowd-sourced mural. Participants were invited to visit a web portal where they could select a color and placement on the canvas. They could then watch a live feed as their contributions were painted onto the canvas in real time by the robotic arms, installed at ROW DTLA. The robots took input from thousands of online users to generate the artwork point by point, which was displayed in its completed form at The Other Art Fair.

One of our biggest challenges was creating a system for the robots to be able to paint with multiple colors. We 3D printed custom grippers and fabricated paint daubers that were engineered for the robot arms to grab and paint repeatedly without fail. This was all designed specific to the type of paint dot, drip, and organic shape that we worked closely with our client to create. We then also included a small macro lens camera fixed to the arm to capture the freshly painted dot when pulling away from the canvas to produce a unique personalized view into the participants mark on the canvas. After a user submission, a photo takeaway of their dot would be sent to their email with options to share via Facebook, Twitter, etc. After the entire event, a second email takeaway of the completed canvas was sent to everyone who participated.

During our research phase, we built a study on robot placement to determine the optimal canvas size while utilizing the maximum reach of the two robots. To accomplish this, the entire scene was designed in 3D software to determine constraints and best build options to accomplish the creative goals. This allowed us to pre-visualize the entire installation and work out the best placement of the live stream camera in real space.

Design Renders

Roles: 
- Design Director, overseeing overall look and feel of all design elements.
- Robot placement, movement, and design studies
- Creation of Pre-Determined Robot paths
- Team management and client communication

Credit List:
Chief Marketing Officer: John Burke
Vice President Global Marketing, Bombay Sapphire: Victoria Morris
Brand Director Bombay Sapphire, North America: Tom Spaven
Senior Brand Manager: Sonya Wesley
Assistant Brand Manager: Ashley Tinstman
BBDO
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Marcos Kotlhar
Executive Creative Director: Danilo Boer
Creative Director: Mariana Oliveira
Creative Director: Joaquin Salim
Associate Creative Director: Bryan Barnes
Associate Creative Director: Allison Lackey
Head of Integrated Production: David Rolfe
Executive Producer, Experiential: Adrienne Katz
Jr. Producer: Tatiana Lanier
Executive Vice President, Senior Account Director: Steven Panariello
Vice President, Account Director: Josh Goodman
Social Manager: Clare McGough
Communications Planner: Ali Goldsmith