Lloyds Interactive Christmas Tree

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As part of Lloyds' Christmas campaign ‘Love You To The Stars’, a 12-metre interactive Christmas tree lit up on London’s Southbank. During the day, the tree brought pre-Christmas spirit to passers-by through it’s eye-catching design; At night it came to life through projection, showing a range of bespoke Christmas animations.
Visitors were then able to record video messages for loved ones in a recording booth that were dynamically uploaded and played on the tree. Over the course of five days, it got 2.2 million views on Facebook and 8500 likes.

At Projection Artworks I was Creative and Art Director for the entire design development, working in collaboration with Kinetic and AOL who developed the software of the campaign's microsite. I developed the creative and designed the projected visuals as well as the print design for the tree and the booth. Together with my team of two animators, four main design concepts were developed into the final piece as well as an impactful reveal animation for every message that was sent to the tree.

Projected Contents preview.

Situated on London Southbank's Observation Point close to the Oxo Tower, the tree was an impressive addition to the Christmas feel of the area.

We projected onto the two land-facing sides of the 4-sided tree, the other two encouraged passers-by to take part in the campaign #loveyoutothestars and could be seen all the way from across the river.