This evening holiday event for Google was designed to transport over 800 engineers into the world of Lord of the Rings, transforming Rolling Greens in Downtown Los Angeles into a fully immersive fantasy landscape. Daniel led the concept and creative execution, developing the visual identity and spatial plan that brought the narrative to life across multiple branded environments, from entry to main stage.
This evening holiday event for Google was designed to transport over 800 engineers into the world of Lord of the Rings, transforming Rolling Greens in Downtown Los Angeles into a fully immersive fantasy landscape. Daniel led the concept and creative execution, developing the visual identity and spatial plan that brought the narrative to life across multiple branded environments, from entry to main stage.
This evening holiday event for Google was designed to transport over 800 engineers into the world of Lord of the Rings, transforming Rolling Greens in Downtown Los Angeles into a fully immersive fantasy landscape. Daniel led the concept and creative execution, developing the visual identity and spatial plan that brought the narrative to life across multiple branded environments, from entry to main stage.
Creative Approach
Daniel crafted a visual and spatial experience rooted in world-building, leveraging the venue’s natural textures to emulate the mystical realism of Tolkien’s universe. From custom signage to oversized set pieces, every design detail supported the narrative, inviting guests to step into a cinematic moment while retaining Google’s tone of smart playfulness.
The creative direction married fantasy and functionality, creating an emotionally resonant escape that honored the mythology of LOTR while celebrating the Google team’s own epic achievements.
Creative Approach
Daniel crafted a visual and spatial experience rooted in world-building, leveraging the venue’s natural textures to emulate the mystical realism of Tolkien’s universe. From custom signage to oversized set pieces, every design detail supported the narrative, inviting guests to step into a cinematic moment while retaining Google’s tone of smart playfulness.
The creative direction married fantasy and functionality, creating an emotionally resonant escape that honored the mythology of LOTR while celebrating the Google team’s own epic achievements.
Execution & Impact
Daniel produced all creative deliverables for the pitch and final event, including renderings, environmental branding, and wayfinding systems. He developed a full suite of signage and visual elements, including a custom 8-foot event map and themed signage that guided guests through every corner of the venue. As the on-site creative lead and primary client liaison, he oversaw installation and maintained creative continuity throughout the space. The event was met with glowing feedback from attendees and Google stakeholders, celebrated for its immersive design and cinematic ambition.
The final environment offered cinematic escapism at scale — blending narrative, branded design, and production detail into a celebration that felt immersive, elevated, and entirely unexpected.
Execution & Impact
Daniel produced all creative deliverables for the pitch and final event, including renderings, environmental branding, and wayfinding systems. He developed a full suite of signage and visual elements, including a custom 8-foot event map and themed signage that guided guests through every corner of the venue. As the on-site creative lead and primary client liaison, he oversaw installation and maintained creative continuity throughout the space. The event was met with glowing feedback from attendees and Google stakeholders, celebrated for its immersive design and cinematic ambition.
The final environment offered cinematic escapism at scale — blending narrative, branded design, and production detail into a celebration that felt immersive, elevated, and entirely unexpected.
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