Emmy-nominated content creation studio serves as the ideal creative partner for an elaborate, eye-catching installation in Los Angeles’s newly remodeled Petersen Automotive Museum.
LOS ANGELES -- Emmy-nominated content creation studio MindOverEye (a division of TEN: The Enthusiast Network), which has vast experience working in the automotive sector with top-tier brands including Chrysler, Chevy, Dodge, Ford, Fiat, Jaguar, and Volvo, has served as the ideal creative partner for an elaborate, eye-catching installation in Los Angeles’s newly remodeled Petersen Automotive Museum.
MindOverEye was tasked with weaving a visual narrative on the three floors of the Petersen, which are respectively tethered to the themes of “Artistry of the Automobile,” “Thrill of Motorsports,” and “Road to Stardom.” MindOverEye produced the content utilizing design, CG/animation, creative editorial, projection mapping and live action to highlight the aesthetic beauty of automobiles and its impact in the world of motorsports and its influence on Hollywood.
Petersen Automotive Museum CMO Adam Langsbard lauds MindOverEye and production resource company The Scenic Route’s collaboration, saying, “The amount of effort the two teams put into this project has resulted in an astonishing sensory experience, one that is sure to please and impress both car aficionados and the casual Petersen visitor alike.”
“Artistry of the Automobile” is large-scale abstract experiential video installation displayed on an uninterrupted arced wall that measures 16-feet high and 166-feet wide. Located on the main floor of the Mullin Gallery, this piece contemplates the spark of inspiration as related to automotive design. MindOverEye’s Founder and Executive Creative Director Bill Wadsworth composed the original score using a hybrid surround configuration to bring forth a massive spatialization of music and sound design, resulting in a video loop totaling approximately 12 minutes.
“Thrill of Motorsports” is an extensive, immersive video set piece, located on the 2nd floor in the Charles Nearburg Family Gallery, displayed on a 180-degree arced wall that measures seven-feet high and 134-feet wide. This piece transports us to a day in the life of auto racing across multiple forms utilizing stock footage as well as live action shot by MindOverEye’s team. For the live action portion, MindOverEye built a custom nine-camera array that housed custom optics, translating into a 23,000-pixel-wide projection.
On the third floor in the Hollywood Gallery, “Road to Stardom” tips its hat to Hollywood, celebrating the automotive industry’s unique contribution to the film and TV industries, with iconography of famous roadsters ranging from Herbie the Love Bug to the Munster’s Mobile as well as the original Batmobile.
The challenge with “Thrill of Motorsports” and “Road to Stardom” was how to present footage of different resolutions in such a large format. MindOverEye had to accumulate library, archival footage and thread those into the larger, wider scope of video, creatively sliding footage in and out to match resolution.
According to Wadsworth, whose MindOverEye studio beat out several creative shops for the hometown Petersen project, “They were looking for more traditional experiential players. But they looked closely and saw how our ethos lined up with how this execution was supposed to be. The team’s exuberance and the nature of the subject matter made this project a perfect fit for the studio.”
The Petersen Automotive Museum installation has been designed for the long-term and marks MindOverEye’s ongoing expansion into the experiential space, working in close conjunction with The Scenic Route. The latter’s co-founder and CEO Ulf Henriksson considers the joint effort a success, saying, “MindOverEye’s dedication to unique visuals and sound was essential to producing innovative content at such a large scale. Together, we were able to engineer an exceptionally grand experience, worthy of the museum of tomorrow.”
The freshly redesigned Petersen Automotive Museum in LA is now open to the public.