ABOUT CFIRE
Experience Strategy & Immersive Content for Places
CFIRE designs, creates and operates large-scale media experiences for corporate, hospitality, healthcare and public environments worldwide. Our work brings together experience strategy and program design, creative direction and content production, interactive and data-driven experiences, content subscriptions and Day 2 operations.
What CFIRE Does
Our work spans four connected disciplines:
Experience Strategy & Program Design
We define the experience before production begins.
CFIRE establishes the audiences, intended impact, narrative, stories by space, creative direction and programming model that guide the work.
The result is one clear program connecting brand, architecture, content, technology and ongoing operation.
Creative Direction & Content Production
CFIRE creates original content for architectural LED walls, immersive environments, digital installations and large-scale media.
Our work includes creative concepts, art direction, custom content production, motion design, artist collaborations, branded and destination storytelling, immersive sound and media, mastering, testing and deployment.
The content is conceived for the architecture, screen geometry, sightlines and purpose of the place. It is not conventional video stretched across an unusual screen.
Interactive & Data-Driven Experiences
CFIRE creates experiences that respond to people, place and information.
These include interactive installations, real-time visual systems, generative content, conversational AI, responsive environments and experiences driven by audience participation, sensors, live information or enterprise data.
Technology should express the story, not become the story.
Content Subscriptions & Day 2 Operations
CFIRE provides ongoing content programs for organizations that need their media environments to remain active after launch.
Programs include licensed CFIRE content subscriptions, semi-custom content, exclusive original production, seasonal and event programming, CMS administration, scheduling, publishing, monitoring, reporting, content refreshes and technical support.
We treat content as an ongoing program, not a one-time asset. Day 2 is how an experience stays fresh, useful and valuable instead of becoming expensive digital wallpaper.
Global Experience
CFIRE works globally, with programs and leadership experience across North America, Asia, Europe and the Middle East.
We work directly with owners and client organizations, and alongside architects, designers, engineers, construction teams, AV and IT integrators, artists and technology partners.
Industries
Corporate headquarters and campuses
Commercial real estate and workplace
Hospitality and destination properties
Healthcare environments
Sports and entertainment venues
Museums and cultural institutions
Public spaces and large-scale attractions
Leadership & Team
CFIRE is a senior multidisciplinary team spanning experience strategy, creative direction, executive production, content production, interactive development, technical delivery and ongoing operations.
The team’s roots include Obscura Digital and MSG Entertainment, with leadership experience across Salesforce Tower, MGM Resorts, Sphere, Expo 2020 Dubai, Art on theMART, Hudson Yards and Empire State Building. CFIRE later expanded Salesforce’s lobby content program from three San Francisco lobbies to more than seven towers and 11 displays worldwide.
Selected Clients & Organizations
CFIRE programs and client work span Salesforce, MGM Resorts, One Raffles Quay, Seattle Children’s Hospital, BNY Mellon, Getty, Colliers, Stability AI, Convai, Weights & Biases and Niantic Labs.
The team’s broader leadership experience includes work for MSG Entertainment, Bloomberg, Related Hudson Yards, Empire State Realty Trust, Expo 2020 Dubai, the City of Chicago and the City of San Francisco.
Awards & Recognition
MGM Cotai Watercolor Story
Davey Awards
Best in Show
Gold
AMORA at Seattle Children’s Hospital
2024 Davey Awards
Best in Show
Gold, Best Interactive Design
Silver, AI Creative Integration
Salesforce Lobby Pixelscape
Communication Arts Award of Excellence
2017 Design Annual, Environmental Graphics
The Salesforce program was created at Obscura Digital, with CFIRE founders leading strategy, the client relationship and the executive production.
Selected CFIRE Programs
Salesforce Towers Worldwide
An ongoing architectural content program expanded from three San Francisco lobbies to more than seven towers and 11 large-format displays worldwide.
CFIRE provides content strategy, original production, global deployment and long-term programming across the portfolio.
One Raffles Quay, Singapore
A multi-display content and operations program spanning the Garden Plaza media wall and five lift lobbies.
CFIRE leads content, CMS administration, publishing, technical support and ongoing program evolution.
MGM Cotai Watercolor Story
An award-winning ten-minute Chinese New Year artwork created with Light and Space artist Zheng Chongbin for MGM Cotai’s immersive Spectacle display system.
AMORA at Seattle Children’s Hospital
An award-winning conversational AI experience combining natural voice interaction, enterprise knowledge and a responsive real-time character.
Giza Pyramids Sound and Light Redevelopment
Experience and technology strategy for a new generation of projection, LED, original content, events and immersive educational experiences at the Giza Pyramids and Sphinx.
Planning an Experience Program?
If you are developing a headquarters, destination, healthcare environment or public place where story, content and technology need to work as one program, let’s talk.