BlackRock is a global investment management corporation based in New York, renowned for its extensive portfolio management services, including mutual funds, ETFs, and institutional investments.
As part of BlackRock's office-based health initiative to encourage employee well-being, mental health, and physical activity, they hired Kyle "Kipper" Millsap to create a 15-floor mural in their Hudson Yards headquarters. The idea behind the mural was to transform the staircase into Central Park.
I was brought in, in conjunction with SCAD ART SALES, to develop a strategy to boost employee engagement with the new mural and highlight BlackRock's mission of promoting employee well-being.
To boost employee engagement with the space, I proposed an Augmented Reality activation that immerses viewers in the mural, highlighting Central Park's role in New Yorkers' daily lives and encouraging employees to utilize outdoor spaces whenever possible.
As the motion designer/animator for this project, I was responsible for designing, illustrating, and animating the work, as well as testing it on-site with various Augmented Reality platforms to ensure optimal interactivity.
On the second floor, the mural portrays the entrance to Central Park at Columbus Circle, featuring the USS Maine National Monument. In this activation, my goal was to capture the sensation of stepping into the park amidst the lively atmosphere of New York. I aimed to recreate the bustling energy, from the traffic and street vendors, juxtaposed with the park's excitement, while preserving the serenity of the trees and sky.
To capture the excitement and feel of walking into Central Park, it was essential to document the diverse people and vendors present.
The mural's fifth-floor segment illustrates Sheep Meadow, a renowned gathering spot where both friends and strangers converge to connect and share a peaceful environment. Serving as a calming retreat from the city's bustling atmosphere, Sheep Meadow represents a haven where people can unwind. I opted to portray a community-oriented activity, highlighting a popular post-work social pastime that many New Yorkers depend on for building connections.
To recreate the community feeling, we aimed to showcase how the park serves as a gathering spot for communities, fostering social connections and workplace relationships.
For the final activation, the goal was to highlight the park's reflective aspect, illustrating how individuals can find solitude and escape amidst the bustle of America’s largest city.
