AT&T Discovery District

Siemens sought to make a bold visual impact in the heart of Dallas, using the AT&T Discovery District’s monumental anamorphic media wall to embody their ambition: a future shaped by smart technology, advanced mobility and next-generation healthcare. Building on the creative concept developed by Les Invisibles and Gentilhomme Studio, we imagined a poetic and high-energy narrative centered on transformation, where light, motion and engineered precision come together in an immersive brand expression. The piece was designed to resonate with both the urban context of the site and Siemens’ forward-looking identity.

The approach leveraged the sculptural scale and unique proportions of the 104-foot LED screen to craft a three-dimensional storytelling experience. Through a close creative collaboration between Les Invisibles and Gentilhomme, the team developed a visually striking CGI sequence that combines architectural composition, motion design, dynamic transitions and refined lighting. Each element was carefully composed to create an immersive, anamorphic, choreographed brand moment fully integrated into the urban fabric of the AT&T Discovery District.