Using live social media data to showcase the spectrum of activity and conversations

GOAL

We designed and engineered the interactive and generative media experience for Warner Bros. Discovery’s global headquarters in New York (previously WarnerMedia, Time Warner). The goal of the experience—6 touch points spread across 11 stories—was to present Warner’s expansive content universe through innovative technology and visual design.

Hot Lines

POPULAR QUOTES

Hot Lines creates a look into Warner Bros. Discovery’s impact on popular culture through the lens of social media. The realtime exhibit tracks lines from shows and films as they are quoted on Twitter. Visitors can interact with a show to discover the most frequently quoted lines and watch video clips of these fan-favorite moments.

SOFTWARE

Custom Rare Volume software automates the analysis process by extracting the closed caption track from broadcast-ready media assets. Then the software scours Twitter and, assisted by Natural language processing (NLP) algorithms, identifies the most popular moments.

The coarse timing information provided by the closed caption track allows the software to trim the clip to the precise moment of the media. The software can also further refine the trimming timing using speech recognition assisted by a whitelisted dictionary derived from the quoted text.

Universe

SOCIAL MEDIA FEEDS

Universe is realtime visualization that aggregates the company’s various social media feeds to present a holistic look at the latest activity around Warner Bros. Discovery.

INTERACTION

The interactive visualization cycles through various Warner properties via an expansive simulation of particles. Interacting with the particle allows visitors to deep-dive into social posts, related media, and other Warner properties.

Prow Sculpture

GENERATIVE SCULPTURE

Rare Volume designed an 11-story generative sculpture called Prow Sculpture. Set against the backdrop of the Manhattan skyline, the sculpture is made of 258,000 individual LED pixels. Its concentric rings create a volumetric visual effect, providing a dimensionalized canvas across which Warner Bros. Discovery shows and films are algorithmically interpreted as animated art.

DIGITAL INTERFACE

Docents can control the sculpture’s modes and source media through a digital interface located at both the top and bottom floors of the Prow. When idle, the interface displays information about content that is being showcased on the LED sculpture.

Unifying Interface

UI DESIGN

We designed a unifying interface design language for all interactives. The interface is designed to spotlight media, with the ability to dynamically adapt to various asset types and aspect ratios. The system also features a search tool that allows visitors to drill into Warner Bros. Discovery's various subsidiaries.

Recognition
& Awards

AWARDS

FEATURES

CREDITS

Creative Director: Jonathan Kim. Technical Director: Andrew Bell. Head of Production: Allison Keiley. Executive Producer: Jillian Stevens. Producer: Grace Park. Associate Creative Director: Alvin Groen. Design & Motion: Jonathan Kim, Alvin Groen, Robert Hodgin, Kenneth Robin, Scott Balles, Jay Kim, Evan Stalker, Vinicius Naldi. Developers: Andrew Bell, Greg Kepler, Éric Renaud-Houde, Simon Geilfus, Paul Houx, Rich Eakin.