Large-format LED & display
Specification, supplier vetting and commissioning for video walls, billboards and architectural display. Pixel pitch, brightness, serviceability and lifetime cost — decided before anyone signs a purchase order.
SOB Labs — Creative digital media consulting
Ambitious ideas on large displays, made buildable.
I plan and guide technical creative multimedia experiences — large-format displays, projection, sensors, data and analytics — from first sketch to a system that runs reliably once the room is full.
Start a conversationThe role
I sit on your side of the table. Not a manufacturer, not an integrator, not reselling anything — which means the recommendation you get is the one that serves the experience and the budget.
Creative teams design something remarkable. Vendors quote hardware. Somewhere between the two, the idea gets diluted or the cost gets away. My work is that middle: translating creative intent into technical requirements a supplier can price honestly, and translating supplier claims back into plain language you can decide on.
Capabilities
Projection & spatial media
Projection mapping, blended surfaces and non-rectangular canvases. Sightlines, ambient light, throw and content pipeline planned as one system rather than three separate purchases.
Sensors & interactivity
Depth cameras, presence and motion sensing, triggers and real-time content. Designing interaction that reads as effortless to the visitor and stays maintainable for the operator.
Data, analytics & measurement
Instrumenting a network so it can be judged. Audience measurement, proof of play, uptime and revenue reporting — defined at the start, not bolted on after launch.
How I work
Ask the awkward questions first
What is this display actually for, who has to operate it on a Tuesday morning, and how will you know in a year whether it worked?
Design the whole system
Hardware, content pipeline, network, mounting, service access and measurement are one decision, not five procurement events.
Stay through commissioning
Specifications are easy to write and easy to quietly miss. I stay involved until what's installed matches what was promised.