FIVE Luxe:
LED Screen Content

Realtime audio reactive visuals and deep screen show stoppers

Year

2024

Awards

FWA: Site of the Day

Location

Dubai, UAE

Client

FIVE Global Holdings

Production Company

UNIT9

Animation Partner

Blind Pig

My Role

Creative Director

About

The Five Luxe hotel is a new luxury hotel in the JBR district of Dubai. This 40m LED screen towers above the outdoor area, it is one of the biggest screens in the world.

Motivated by the pool below and the near by ocean, the content was inspired by the flow of water. All rendered in real-time, the myriad of colourful and fluid animations we designed react to the music being played by the poolside DJ.

In addition to these ambient visuals, impactful deep screen 3D moments play out on the hour. These eye popping visuals are all based around the core concept of the FIVE brand - PLAY.

To previsualise the content beforehand, we built a VR application which gave our client a true sense of scale of how the animations would look and feel.