Responses by Digital Kitchen.
Background: Turn the Tide is a new installation for Amazon’s Climate Pledge Arena in Seattle, home to the Seattle Storm basketball team and the Seattle Kraken hockey team. The large-scale experiential work transforms the venue’s east and west walls into a living, breathing narrative, reflecting the planet’s rhythm and the Climate Pledge’s evolution five years into its journey.
Design thinking: The project merges art, motion and data into a seamless visual language of progress. Across nearly 400 feet of combined surface area, we aimed to reimagine both walls as immersive storytelling canvases, part art installation and part environmental call to action.
Challenges: The east wall stretches 190 feet wide and comprises 150 interlocking panels—a combination of LED, vinyl and backlit fabric panels. Crafting a visual system that has cohesion was a fun challenge, something that flows between formats and materials, connecting motion and stills, and information and emotion.
Favorite details: Designing for such an immense tapestry that can be enjoyed at scale and in its individual components. Motion gestures ripple across multiple compositions, but on closer examination, they reveal specific facts and figures pertaining to the Climate Pledge.
Visual influences: To create a true sense of connection with the elements imbued within the purpose of the Climate Pledge, we focused heavily on macro photography of natural elements to create gradients that shift, flicker and breathe like a tide in motion. Animated light and color wash across the expanse, echoing the collective progress behind the Climate Pledge’s mission.
Specific project demands: What made the project significantly easier was working with a client team at Amazon. They had a laser-focused vision on the big picture, but they also gave us tremendous opportunity to flex our creativity.
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