AT&T
Data Cloud

Large Scale Datavis

Situated in the heart of downtown Dallas, the AT&T Discovery District serves as the global headquarters for the brand. For this landmark location, onformative was commissioned to create "Data Cloud," a captivating digital art installation reflecting the power of modern connectivity. The one-hour piece unfolds across the district’s massive 104-foot-tall (31.7m) exterior media wall, transforming the architecture into a living visualization of data.

The work translates the vast streams of information we carry in our hands daily into an abstract narrative, inviting viewers to find beauty in the invisible complexity of our global network.

A machine learning pipeline sits at the core of the piece. We photographed people from Dallas, extracted depth information from those images algorithmically, and translated that data into the abstract, complex virtual faces displayed on the media wall.
The approach required building much of the pipeline ourselves, before these tools became broadly accessible.

Working within the team at onformative, I held a leading position focused on the creation of the artwork and the management of the artistic team. I acted as a bridge between production, creative direction, and the artists, ensuring the creative vision was successfully translated into the final large-scale execution.

Around the core idea, we developed a wide range of visual directions for how these digital humans could look, move, and feel.