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# Michael Shaub

Digital Design for People

## Sitemaps

- [XML Sitemap](https://www.michaelshaub.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Pages

- [Portfolio](https://www.michaelshaub.com/) - Show all All Branded Environments Experiential Digital Strategy Consulting Web UI/UX TKE Media Façade AT&T Discovery District Motorola Mobility Navy Pier Digital Experience 1100 Experience Insight Headquarters Protected: Workplace Experience Strategy American Airlines HQ Loading…
- [About](https://www.michaelshaub.com/about/) - My approach.As a Creative Director, I see my role as one of service. I help shape the story our work tells, create clarity around what matters most, and support teams as they bring ambitious ideas to life. I believe the strongest experiences emerge when creative vision is grounded in deep understanding of people, context, and
- [Contact Minimal](https://www.michaelshaub.com/pages/contact-minimal/)
- [Profile](https://www.michaelshaub.com/membership-login/membership-profile/) - [swpm_profile_form]
- [Coca-Cola Bottling Plant - Tour Experience](https://www.michaelshaub.com/coke/)
- [Personal Projects](https://www.michaelshaub.com/personal-projects/) - Show all Personal Projects Projection Mapping – Digitally Augmented Physical Models Shadow Play Low Res Projectors Mark – the Variable Size Drawing Machine One Button Drum Machine Menorah

## Portfolio

- [Menorah](https://www.michaelshaub.com/portfolio/menorah/) - I designed and built this reimagined Menorah for a charity auction with the guidance of 2 colleagues. When I learned about the ritual and meaning of the Menorah, I was captivated by the magic it represents, the miracle of light replicating. Each night the Shammash candle is used to light one more of the other candles to recognize another day that the temple lights burned. By using mirrors, I could multiply the single Shammash candle, and through the geometric arrangement of 2 mirrors, I could establish the number of reflections. The walnut base supports all the elements above and features a design of lines that indicate mirror positions for each day. These lines are each labeled with the Hebrew character for the day, 1–8. For a little extra magic on the last night, the mirrors meet a small brass plate under the Shammash, and the walnut base completely disappears from the reflections. This object is meant to be an heirloom, made of walnut, brass, glass mirrors backed with leather and finished with the fine craftsmanship it deserves.
- [One Button Drum Machine](https://www.michaelshaub.com/portfolio/one-button-drum-machine/) - A competition for a custom-built electronic device with a single button as its interface inspired this project. I quickly ran through the project ideas that I had been hoping to develop and found that the solenoid drum machine would be an interesting challenge to adapt to such a limited interface. I knew that the button would need to serve multiple purposes and chose to develop single press, double-tap, and hold as different commands and matched those input types to a menu structure as Forward, Back, and Select. Because of my limited access to tools, the design was built of sheets of material routed out with a Dremel tool. What resulted is a 5 channel drum beat sequencer that taps out recorded beats on whatever surface it's placed on. With an Arduino brain and 5 solenoids to do the tapping, the hand-held device lets users record, edit, and change the tempo of their drumbeat. I used the project as an opportunity to marry my training in percussion, experience in Arduino programming, electronics, and UI design, to create my most tangible, fun, and interactive project to date. My favorite part is the display suggesting users press "any key" to continue.
- [Mark - the Variable Size Drawing Machine](https://www.michaelshaub.com/portfolio/variable-size-drawing-machine/) - Mark, the variable-sized drawing machine, began with a kit of open-source hardware and software from the UK. The process to scale up the prototype was really just getting a larger board and adding longer strings. To improve the drawing's speed and quality, I adapted the control system for a 3D printer and employed a new open-source software tool. The results were 5x to 10x faster and just as accurate, significant to large-scale drawings even of low complexity. Impact This project delighted team members and potential clients when seen on display in my office. It re-frames what digital experience can be and inspires our team to imagine new and creative solutions. The prototype created a path for developing a product and service for future projects, proving the power of R&D to bear fruit on billable projects and generate IP. I keep playing, enjoying experimentation.
- [Low Res Projectors](https://www.michaelshaub.com/portfolio/low-res-projectors/) - The concept for this project was to create a design for a digital projector built around a 7x7 pixel flip-dot display from AlfaZeta. Their displays are available in various dot colors, including a silver foil, reflective enough to provide a reasonably focused dot from an LED light source at least 20 feet away. From the beginning, I wanted to attempt to build 4 identical networked projectors with the ability to view the flip-dot panel working through a transparent enclosure. Either an Arduino or Raspberry Pi controller seemed ideal due to the requirement for small size and wireless communication, and a Pi with a cheap USB wifi radio seemed the best option. I selected ow power components to enable future battery operation, though the projectors have remained plugged in thus far. The content is limited to 1-bit color, including abstract patterns, scrolling text, and possibly dithered video at between 10 and 20 frames per second. Because of my familiarity with programming in Processing and its recent release for Raspberry Pi, all development was done in Processing. It's pretty amazing to see patterns flow from one projector to the next, and the flip-dot sound is charming and mesmerizing. With these already using wifi to communicate, a natural next step is to connect them to dynamic content to stream text from Twitter or videos from a platform like Instagram.
- [Shadow Play](https://www.michaelshaub.com/portfolio/shadow-play/) - I built this project to test interactive content at human scale. It uses a Kinect depth-sensing camera to track people's movement in front of a large-scale digital display. Many buildings have interior corridors with no views of nature. I designed this installation to connect users with the outdoors, using their bodies' movement to reveal rather than block the display. They are encouraged to explore the largely masked image, viewing only a small area at a time. I used rear-projection on frosted glass to inexpensively mock-up the largescale installation while avoiding any real shadows cast by viewers. I am particularly proud of the use of the depth-sensor to create actual-size shadows of users that don't change scale as they move in any direction.
- [Projection Mapping - Digitally Augmented Physical Models](https://www.michaelshaub.com/portfolio/digitally-augmented-physical-models/) - Motivation To communicate effectively about our design of places, we must have a flexible tool that engages groups of people in discussion. I propose we use one that combines the best aspects of traditional architectural models with the realism, immersion, and flexibility of VR. Proposed Solution By creating twin models, one physical and one virtual, and aligning physical projectors with virtual cameras, the physical model can be continuously transformed with digital imagery that adds detail, creates texture, represents information, and tells stories. Impact A wide variety of designers and managers experienced the projection mapped prototype at a regional showcase of technology in the office. Attendees identified the profound impact this presentation tool could have on the communication of both design concepts and analysis. We identified several ideal settings including client presentations, community meetings, and a huge interest in viewer tracking technology that would allow interiors to be viewed. Viewers felt these tools can transform the way we communicate and is a new service to offer.
- [Financial Services Data Visualization](https://www.michaelshaub.com/portfolio/financial-data-viz/) - The client asked for a digital experience that related to their business and that would teach him something every time he walked by. We began to develop concepts around graphing and other forms of visualizing transaction data by customers. Even finding patterns in the data would not really teach a viewer something each time they passed the display though, so we began to uncover trivia about finance, the D.C. area, and about software development. Our solution merged the two ideas together. Each morning and just after lunch, a clue is given as a prompt to get passers-by thinking about one of these subjects or each other. The display then fills with dots triggered by credit card swipes, each showing where the purchase was made, the amount, and then fades back into a static dot. Some of these are larger some are smaller, and as the hours go by an image slowly emerges like a polaroid photo developing. Every few minutes the clue reappears, until just before the image is complete when the fact is revealed. We curated 1 month of content for the opening day, but a system was developed by our programming partner that allows the local team to add new images and clues and schedule them to celebrate birthdays and work anniversaries, holidays, and special events. They can keep learning from the display and stay connected to their customers and each other for years to come.
- [Allsteel Showroom](https://www.michaelshaub.com/portfolio/allsteel/) - I led the Brand of the Allsteel showroom for the first 2 of the 3 years in a row Gensler designed their NeoCon experience. I had the advantage of knowing little about the traditions of the show so I approached the project with a fresh perspective. I felt it was most important to focus on the customers’ customer, not to show furniture as art objects or focus on the details of manufacture but to create vignettes to show how Allsteel furniture could help people work better. The concept for the showroom was “A Day in the Life” where 4 teams at different specialized businesses worked together on a project. Areas of the showroom were arranged and appointed to show how each firm works differently, but the story of this day wove them all together. To further the sense of togetherness and the Midwestern family roots of the company, the logo wall was made of framed photos of employees today and going back to the founding like a collection of family portraits on the stairwell of your home. Due to the project schedule, I had just one night to complete the chalk drawing wall mural. After a group gathered to hang hundreds of postcards for another installation we designed, I used timed projection to guide my drawing, create a tent with plastic and spray sealant over the chalk from 8 pm to 6 am the next morning.
- [Logistics Innovation Center](https://www.michaelshaub.com/portfolio/logistics/) - I lead the branding of a Gensler designed innovation space for the Special Initiatives and Product Design group in Memphis, TN. Our client asked that the workplace should inspire this group while being inclusive of all departments in the company, They very much wanted the feature wall at the entry to include a dynamic digital display that was an order of magnitude too costly. After many rounds of strategy and concepts, we arrived at a low-tech dynamic form built from wheels that move every part of their operation from jumbo-jet cargo planes down to hand trucks that deliver packages to your door, with a chrome hubcap added from the exact model of their very first delivery van. Within the space, each conference room has a distraction pattern of a simplified runway map of a different hub airport, while all the codes for these hubs come together to create a screen wall with 2D barcodes that link to digital maps of each. We turned a narrow corridor with a wood slat screen into a branded moment of surprise and delight by carefully placing slices of photos on each slat that reassemble perfectly when viewed from key points. I built physical and digital models to validate the anamorphic projection we needed to place the images in space, wrote software to slice and rescale the images, and brought a VR experience to the site to let the client experience it in-situ and approve. Then to create the high resolution required for the large-scale printing, we created 3D models of their planes and a system to render each slice with a different perspective and scale setting. The end result was totally worth the steps to create another magical experience for the innovation team.
- [Alexandria Real Estate - San Diego, CA](https://www.michaelshaub.com/portfolio/alexandria/) - Alexandria Real Estate’s flagship leasing center needed a feature element that demonstrated forward thinking to make it a destination location. Gensler created a digital canvas that could tell Alexandria Real Estate’s story to guests and serve as a presentation sales tool for potential biotechnology clients. The first step to creating this tool was curating a wealth of data. The Gensler team collected photos, testimonial videos, tenant lists, logos, building information, and location data for 31 properties across the country and began to weave the information into an interactive experience. With just a few taps on an iPad, a leasing agent can start and control the show, taking the client on a journey to different tenants and properties across the country. A Content Management System (CMS) manages the choreographed dance of 16.6 Million pixels that can be instantly and easily updated. I used GIS was used to extract layers of information including landmasses, borders, census population, latitude and longitude lines, and every street in each city. After landing in a selected city, the CMS presents all information stored on the property, including a video testimonial from a biotech leader or a patient whose life has been changed by their discoveries. To compliment this vast store of information, the project needed an element that provided life, color, and inspiration. While brainstorming the digital art installation the Gensler team uncovered that the ARE’s building was originally an ink factory, creating tools for art before medicine. This became the inspiration for a particle of ink dropping down a stack of 12 monitors adjacent to the digital canvas. So the fluid movements never seem to repeat, the ink motion was applied to the pixels of photos of Torrey Pines at different times of day. Ink colors are scheduled to change as the sun rises and sets, taking cues from nearby beaches and skies.
- [Universal Cinema](https://www.michaelshaub.com/portfolio/universal-cinema/) - Our client challenge was to quickly refresh an established movie theater located across from the Hard Rock Cafe in Universal Studios Hollywood’s Universal CityWalk. Our palette was limited to surface treatments with no major construction other than the removal of a decorative “header” that hung over the entry. We transformed the experience with just surface treatments of colorful paint, carpet, linoleum, printed vinyl banners, glittering concrete, and bespoke signage. Drawing from California’s iconic sunsets and a core element of movie-going, the design transforms the Universal Studios Hollywood AMC Theatre into an immersive experience. The theatre corridors are colors of the sunset; saturated and intense. The flooring concept is derived from the Los Angeles freeways with swerving and steady lines. The main lobby balcony explodes with three dimensional popcorn enticing and delighting movie-goers. This is the first project that I led, while at Sussman/Prejza & Co. managing the design team while leading client relationship, fabrication, and installation.
- [Dr. Phillips Center for the Performing Arts](https://www.michaelshaub.com/portfolio/dr-phillips-center/) - My previous company, SP & CO, was engaged to develop the Dr. Phillips Center branding, wayfinding, interiors, and donor recognition systems. As with all of my projects, I approached the Dr. Phillips Center as an opportunity to extend my vision into the spatial and environmental aspects of the project. The largest contribution to the project I made was bringing the team inspiration for the identity. The closed shape of the logo is derived from the movement the conductor’s baton makes in the 4/4 time signature, the most common signature in music. The shape also suggests the movement of a twirling dancers skirt, natural forms, and the surrounding architectural spaces to create an identity that is unique and dynamic. I also developed a feature including a sculptural and fluid translation of the logo. Our team collaborated on related brand graphics as well as a boldly colored patterning system that is applied to wall surfaces gracing the entrances to the individual performance spaces.
- [American Airlines HQ](https://www.michaelshaub.com/portfolio/american-airlines-hq/) - As the world’s largest airline welcomes employees to their new headquarters, a “Connected Campus” initiative, including digital communications, begins. A primary goal of the new messaging effort is a focus on visual interest, causing people to have a “wow” moment of understanding, inspiration, and pride while realizing their value and impact in the larger American Airlines family. American wanted simple and unexpected data visualizations to help bring the “operation in.” I led the Digital Experience design team that began by immersing ourselves in all levels of the operations for the airline, data curation, and ultimately designing a series of visualizations. Throughout the project, we developed an experience framework, content strategy, concept design, motion studies, managed production partners, and created several pieces of motion content in-house.
- [Insight Headquarters](https://www.michaelshaub.com/portfolio/insight-headquarters/) - Insight is a leading provider of technology and services, a leading Apple reseller and in the top 1% of all Microsoft partners globally. They knew the new headquarters needed to showcase their mastery of technology and the importance of their team members, so they asked my team to conceptualize and build a solution for them. The Stack is a kinetic tower of screens that welcomes all guests into the building. It spins panels in choreographed sequences to align into one monolith, 2 sections, and independent displays that welcome guests by name and tell curated success stories. A row of Prisms leads guests from reception into the workplace. These shards embedded in the walls highlight employees nominated by their peers, those who serve on culture-building committees, and volunteer in the community. They tell these stories to reinforce company values to employees and guests. Insight wanted a tech demonstration but knew that visits to R&D labs usually reveal a messy workspace with broken demos. Instead, our tours conclude at the Showcase, where sales teams can tell success stories selected for each group and get visitors involved through a massive multi-touch table as they dive in and explore the content.
- [1100 Experience](https://www.michaelshaub.com/portfolio/1100-experience/) - At 1100 Louisiana in Houston, TX is a 4K LED display measuring 32 feet wide by 18 feet high with a 36-foot diagonal main canvas that engages both visitors and tenants-making it the largest commercial office indoor digital installation in downtown Houston. To digitally communicate and capture the city’s culture through the LED screen, the team partnered with local artists, universities, institutions, and museums to curate a wide variety of content. This contributed content allowed the display to become as diverse and enriching as the city itself and created endless possibilities. As we began developing and exploring ideas for how to orchestrate the abundance of content strategically, the team developed four concepts to serve as the baseline for all visual material: Change of State, Imagination Room, The Living Wall, and Beauty in Data. Each explores the themes The Natural World and Conservation of Energy in a different way and, through a real-time engine, combines a growing set of variables to create hundreds of permutations adding interest and extending the life of the investment in custom content.
- [Navy Pier Digital Experience](https://www.michaelshaub.com/portfolio/navy-pier-dxd/) - MISSION STATEMENT Navy Pier is the People’s Pier, Chicago’s lakefront treasure, welcoming all and offering dynamic and eclectic experiences through partnerships and programs that inspire discovery and wonder. ARRIVAL EXPERIENCE When people arrive to Navy Pier, they should feel both welcome and wowed—much like arriving to this great city. An activated LED canopy beckons all to enter by using wave patterns inspired by nearby Lake Michigan. CONCIERGE An array of screens serve as digital guides to hotspots and goings-on all around the Pier, partners to Concierge staff that help guests plan their visit. By creating a seamless and engaging digital experience we start to build a narrative of an open, friendly Pier environment that is easy to navigate and has many dynamic family attractions. A CULTURAL EXPERIENCE With the millions of visitors and significant brand recognition, the Navy Pier experience was an opportunity to create a fresh, world-class cultural district that connects a new generation to Chicago in fresh and unexpected ways. Projected images and video fill the space above the Crystal Garden—showcasing the work of local artists, chefs, performers, mixologists, and actors—introducing all who visit the Pier to the people and places that shape Chicago's culture. A PARADISE FOR FUN Navy Pier’s brand mission is at the heart of the Family Pavilion. With a curated digital experience that is interactive and entertaining, the Family Pavilion welcomes each visitor with a dynamic and fun adventure that inspires discovery and wonder in kids of all ages.
- [Motorola Mobility](https://www.michaelshaub.com/portfolio/motorola-3/) - In Motorola’s vast four-floor workplace, the Chicago Merchandise Mart’s enormous floor plates are scaled into smaller workspaces and neighborhoods through a system of amenities including micro-kitchens, game rooms and multipurpose areas. Notable landmarks in the company’s history dot the office neighborhoods, stairways and circulation paths, employing unique themes and creative uses of materials and graphics to engage employees and maintain a human scale. Amenity areas celebrate "intersections," juxtapositions relevant to the company’s evolution and its new urban location, including city meets nature; industrial past meets technological future; and scientific advances meet engineering design.
- [TKE Media Façade](https://www.michaelshaub.com/portfolio/tke-media-facade/) - As soon as I saw designs for a 420’ tower in the Battery Park area of Atlanta, GA, I knew it offered TKE (formerly ThyssenKrupp Elevators) an extraordinary opportunity for brand exposure and a visual means of storytelling & connecting with the city. Teammates projected an advertising value of $5.5M over 5 years and increased revenue due to brand awareness and product acceptance of $25M+ just for a static logo on the tower. I had a vision for something much more dynamic: a media façade that takes advantage of the unique seamless building structure and could highlight the futuristic vertical and horizontal elevators the company will be testing. I created an animation showing this concept on my own time, one that uses fluid simulation to turn elevator movement into art. It inspired the architectural team, the client, and ultimately the CEO to invest in the development of a custom LED product by a local manufacturer and a library of content for the building’s grand opening. It is incredibly rewarding to see this concept come to life and I am thankful to all that helped refine and expand the idea along the way.
- [Coca-Cola Bottling Interactive Exhibits](https://www.michaelshaub.com/portfolio/coca-cola-bottling-interactive-exhibits/) - My team expanded an opportunity from an empty room in a bottling facility to an immersive journey that educates and entertains visitors about the most advanced bottling facility in the hemisphere. At the end of the physical design process, we were asked to provide direction for the first round of interactive and video content, encompassing multilingual messaging, an environmental story, the bottling process, and Coca-Cola history. The digital content also needed to appeal to a diverse audience, including school groups, engineers from other Coca-Cola facilities, and government officials. We were educated about the facility from engineers, company historians, and leadership. Our visioning session and content workshops helped us identify key storylines and catalog existing content. While we developed site maps and visual design, we partnered with a video production team to shoot and edit footage of the facility's equipment in action and international artists painting a series of commissioned bottles representing their home countries.
- [AT&T Discovery District](https://www.michaelshaub.com/portfolio/att-discovery-district-2/) - AT&T worked with Gensler to create a public amenity, the Discovery District, inviting people to meet and share engaging experiences where Dallas intersects with advanced communication technologies. Using our content strategy, we commissioned world-renowned digital artists to generate content for plaza lighting, a digital trellis, an interactive globe installation, and a 104' tall media facade. AT&T needed the Discovery District to stay current and in dialog with the city long after opening day. I led the strategy and creative direction for content updates, focusing on building a library of monthly cultural recognitions. Because representation is so important to me, we identified and selected prominent artists from each month's select community, both locally and globally. I collaborated with AT&T to provide creative direction and directed my team to transform their static artwork into animations for the massive LED media wall. Many of these artworks captured the recognition that AT&T wanted to project about these communities so well that we also developed social media campaigns with elements of the commissioned art.

## Portfolio Categories

- [Branded Environments](https://www.michaelshaub.com/portfolio_cat/branded-environments/)
- [Experiential Digital](https://www.michaelshaub.com/portfolio_cat/experiential-digital/)
- [Personal Projects](https://www.michaelshaub.com/portfolio_cat/personal-projects/)
- [Web UI/UX](https://www.michaelshaub.com/portfolio_cat/websites/)
- [Professional Work](https://www.michaelshaub.com/portfolio_cat/professional/)
- [Strategy Consulting](https://www.michaelshaub.com/portfolio_cat/strategy-consulting/)
- [All](https://www.michaelshaub.com/portfolio_cat/all/)

## Categories

- [Portfolio](https://www.michaelshaub.com/page_category/portfolio/)