MindOverEye Unveils Dazzling Three-Floor Installation in LA’s Revamped Petersen Auto Museum

Los Angeles, CA-based, 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 Munsters 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.

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Credits:

Client: Petersen Automotive Museum
Chief Marketing Officer: Adam Langsbard
Executive Director: Terry L. Karges

Agency: The Scenic Route, Inc.
Concepts and Creative Direction: Ulf Henriksson, Sean Culhane, Ron Gould
Interior/Exhibit/Content Design, Production and Fabrication: The Scenic Route, Inc.

Production Studio: MindOverEye (a division of TEN: The Enthusiast Network)
EVP, Executive Creative Director: Bill Wadsworth
SVP, Executive Producer: Dave Wein
Head of Production: Alenka Obal
VP, Business Development: Alex Gorodetzki
CEO: Scott Dickey (TEN: The Enthusiast Network)
Chief Content Officer: Angus MacKenzie (TEN: The Enthusiast Network)

Artistry of the Automobile:
EVP, Executive Creative Director: Bill Wadsworth
Creative Directors: Tristan Maduro, Ergin Kuke
SVP, Executive Producer: Dave Wein
Head of Production: Alenka Obal
Director VFX: Sean Hooper
Design Director: Tristan Maduro
CG Supervisor: Hagen Gilbert
Producer: Miles Friedman
Designers: Tristan Maduro, Andrew Parris, John Federico, Carlo Sa, Aaron Kaminar, Wayland Vida
Assistant Editor: Josh Hawks
Assistant Producer: Andrew Gilson
Music Company: FryedGrooveSludge
Composer: Bill Wadsworth
Sound Design: Bill Wadsworth
Final Mix: Nick Sanders

Thrill of Motorsports:
EVP, Executive Creative Director: Bill Wadsworth
Creative Directors: Tristan Maduro, Ergin Kuke
SVP, Executive Producer: Dave Wein
Head of Production: Alenka Obal
Director VFX: Sean Hooper
Design Director: Tristan Maduro
CG Supervisor: Hagen Gilbert
Producers: Miles Friedman, Chenelle Washington
Designer: Wayland Vida
2D VFX Artist: Larry Beimel
Editors: Andrew Andersen, Nick Sanders, Daniel Clark
Assistant Editors: Ko Massiah, Matt Siner, Josh Hawks
Colorist: Andrew Andersen
Assistant Producer: Andrew Gilson
Production Company: MindOverEye
Director: Gabriel Sanchez
Director of Photography: Gabriel Sanchez
Live Action Producer: Chenelle Washington
Music Company: Premium Beats, SonicFire
Sound Design: Daniel Clark, Nick Sanders
Final Mix: Robert “Bobby B” Adams

Road to Stardom:
EVP, Executive Creative Director: Bill Wadsworth
Creative Director: Tristan Maduro, Ergin Kuke
SVP, Executive Producer: Dave Wein
Head of Production: Alenka Obal
Director VFX: Sean Hooper
Design Director: Tristan Maduro
CG Supervisor: Hagen Gilbert
Producers: Miles Friedman, Chenelle Washington
Designers: Jiro Ietaka, John Federico, Carlo Sa, Aaron Kaminar, Wayland Vida, Chris Nance
Editor: Nick Sanders
Assistant Editors: Ko Massiah, Matt Siner, Josh Hawks
Assistant Producer: Andrew Gilson
Music Companies: Premium Beats, SonicFire
Sound Design: Nick Sanders
Final Mix: Nick Sanders

About MindOverEye:

MindOverEye (a division of TEN: The Enthusiast Network) is a multidisciplinary creative content studio. We are visual storytellers with an innovative approach to the evolving media landscape. We are fluent in everything from commercials, branded content, large format experiential executions and original programming (for Motor Trend’s YouTube channel). By combining the best practices of traditional live action and post production disciplines, we deliver highly engaging and unique experiences for our clients. We possess a high level of expertise in all areas of production and post production including: live action, design/motion graphics, animation, photo-real CGI, advanced VFX, music, sound design, and a complete set of finishing solutions. Our team is an early adopter of emerging technologies including: virtual reality, augmented reality, and unmanned aerial cinematography.