Places have stories to tell.
CFIRE makes those stories part of the place through large-scale experience programs for corporate headquarters and campuses, hospitality destinations, healthcare environments and public spaces.
For CFIRE, the program comes first. Before content is produced or technology is specified, we define what the experience is for, who it must reach, how it should work in the space and how it will remain relevant after launch. That strategy guides the creative direction, content, technical delivery and ongoing programming as one connected program.
The selected work below spans North America, Asia, Europe and the Middle East.
Salesforce Towers Worldwide
CORPORATE HEADQUARTERS & GLOBAL PROGRAMMING
Developed the original Salesforce lobby content program and directed its expansion from three San Francisco lobbies to more than seven towers and 11 large-format displays worldwide.
The program established a new model for ambient content, digital art, brand storytelling and community programming inside a global corporate environment.
Design / Environmental / Entertainment
MGM Cotai
LANDMARK DIGITAL ART & PROPERTY-WIDE MEDIA
Led the original content strategy and launch of The Spectacle, a property-wide media environment spanning 25 displays and 70 million pixels.
CFIRE later created and delivered Watercolor Story with artist Zheng Chongbin, a 10-minute Chinese New Year artwork designed across the full architectural canvas.
DAVEY BEST IN SHOW & GOLD MEDAL
One Raffles Quay, Singapore
MULTI-SCREEN PROGRAMMING & ONGOING OPERATIONS
CFIRE designed and now operates a content system connecting the Garden Plaza LED wall and five lift-lobby displays across the property.
The program brings together digital art, tenant communications, events and placemaking content, supported through ongoing CMS publishing, technical support and content evolution.
Amora at Seattle Children’s Hospital
CONVERSATIONAL AI FOR HEALTHCARE
CFIRE developed and delivered an animated conversational AI experience designed to engage patients and families through natural, real-time conversation.
Built for use in a physical healthcare environment, Amora combines character, voice, spatial content and generative AI in one responsive experience.
2024 DAVEY AWARDS
Best in Show / Gold / Silver
Stability AI
IMMERSIVE LAUNCH ENVIRONMENT
CFIRE built and directed an immersive launch environment combining generative AI content, large-format LED, stage design, lighting, sound and live event production.
The experience turned Stability AI’s technology into a physical environment at the Exploratorium science museum in San Francisco guests could see, enter and understand.
Giza Pyramids Sound & Light
EXPERIENCE & TECHNOLOGY STRATEGY
CFIRE Defined the experience and technology strategy for redevelopment of the Giza Pyramids Sound & Light Show, spanning pyramid and Sphinx projection, LED, content, live events and immersive educational experiences.
Additional Selected Experience
BNY / NEW YORK CITY & FLORIDA
Connected Technology Operations Centers
Experience strategy and program definition for connected executive technology environments across two locations.
J. PAUL GETTY MUSEUM / GETTY VILLA, CALIFORNIA
Persepolis: The Palace Experience
Technical experience strategy for the 360-degree immersive film and related digital experiences supporting Persia: Ancient Iran and the Classical World.
MIDWAM / SAUDI ARABIA
Public Media Platform Strategy
Experience and technology strategy for a large-scale civic media platform in a prominent public setting.
WEIGHTS & BIASES / SAN FRANCISCO
Fully Connected Immersive Event
Spatial media and large-format screen content created for the company’s San Francisco AI conference.
SALESFORCE / SAN FRANCISCO
Dreamforce Media Environments
Existing 8K content reformatted and programmed for projection and LED installations across Salesforce’s annual flagship event.
THE MILWAUKEE CENTER / MILWAUKEE, WISCONSIN
Biophilic Lobby Media Program
A multi-year program of licensed, dayparted 8K nature content across two large-format lobby displays.
STANFORD HEALTH CARE / PALO ALTO, CALIFORNIA
Stanford Cancer Center Experience Strategy
Technology discovery, experience scenarios and stakeholder alignment for a new patient-centered digital environment.
STANFORD UNIVERSITY / CANTOR ARTS CENTER, CALIFORNIA
Exhibition Projection Installation
A three-projector media installation and remote-control system taken from concept to operation in under two weeks.
KHABARI / BOUBYAN BANK / KUWAIT CITY
Skyscraper LED Content & Lighting Program
3D visualization and experience development supporting the award of an ongoing architectural media and lighting program.
CONVAI / SAN FRANCISCO
GDC, Showroom & Launch Experiences
Conversational AI characters and immersive demonstrations developed for GDC, showroom and illuminated intrlaunch environments.
SALESFORCE / LAS VEGAS
Wynn & Topgolf Event Environments
Immersive projection and LED content adapted across two major live-event venues.
NIANTIC LABS / XR WORLDBUILDING
Mixed Reality Purpose Driven Experience
Final-round mixed-reality game concept designed to connect participatory play with positive action in physical communities.
Earlier Leadership at Obscura Digital
CFIRE’s leadership team previously held senior roles in strategy, business development and executive production at Obscura Digital. Selected work from that period spans experience strategy, digital art, content systems, technical delivery and ongoing programming across North America, Asia, Europe and the Middle East.
MGM NATIONAL HARBOR / NATIONAL HARBOR, MARYLAND
Experience and technology strategy, dayparted launch content and ongoing support for a public-facing exterior LED environment.
CHICAGO CITY OF LIGHTS
Led winning citywide experience masterplan connecting Chicago’s river, transportation network, architecture and cultural landmarks, and leading directly to Art on theMART.
ART ON THE MART / VORNADO / CHICAGO
Large-scale public art across the façade of Chicago’s Merchandise Mart.
HUDSON YARDS / RELATED / NEW YORK CITY
Experience and technical strategy for public plazas and skyscraper lobby and atrium media, including a platform for sponsored programming and brand activations.
EMPIRE STATE BUILDING / HARPER’S BAZAAR
Landmark projection experience created for Harper’s Bazaar’s 150th anniversary.
SAN FRANCISCO CITY HALL CENTENNIAL
Architectural projection commemorating 100 years of San Francisco City Hall.
BLOOMBERG
A dimensional digital light volume developed with IwamotoScott for a major corporate and public-facing environment.
EXPO 2020 DUBAI / ADRIAN SMITH + GORDON GILL ARCHITECTURE
Media and experience development at the scale of an international destination.
SPHERE / LAS VEGAS
Early strategy and experience development for a new global entertainment platform.
Projects were delivered by Obscura Digital with their respective creative, production and technical teams. Individual roles varied by project.
The Work Continues After Launch
Large-scale media is not a finished asset. It is an ongoing program that must remain relevant to the audience, the place and the organization operating it.
CFIRE plans for that life from the beginning.