Case Study

ARM EVERYWHERE

Colourfeeders turned a corporate keynote and product launch into a living product gallery for one of tech's most overlooked giants.

Credit Colourfeeders Tags Feature: Audio Reactivity, Industry: All, Industry: Corporate Events,

For Arm’s recent keynote and product release in San Francisco, the Colourfeeders team faced the complex challenge of telling a succinct narrative around the company’s quietly essential place in tech. Arm’s architecture powers billions of devices around the globe, from cellphones to the Ingenuity Mars helicopter, but it often goes unnoticed. The vision was to tell the full story—“Arm Everywhere”—at the fitting scale of a 28:11 canvas.

Led by Kevin Colorado of Colourfeeders, the team turned to Notch as their foundation, confident it could deliver without sacrificing performance and leave room for improvisation onsite. Working with Arm VP of Creative Marketing David Wright, the team designed a real-time series of Arm-powered product showcases in a perfect loop for vertical screens around the venue, as well as an audio-reactive “galaxy of products” for the main-stage LED wall measuring 14 x 5.5 metres at 4928x1936.

The client requested a hero-shot approach, with each object rising from below, one at a time, rotating into a central reveal and drifting up and out with essential metadata: release year, brand, and product name. From there, each product fed into a sweeping visual timeline showing how Arm has driven innovation across every industry and era. As Screen Producer and Technical Director Kevin Colorado recalls, “The curation of the models was part of the fun. We were showcasing everything from the vintage nostalgia of the BBC Micro and the Game Boy Advance, right up to a Boston Dynamics Spot robot and cutting-edge datacenter silicon.”

The creative pipeline was built on Notch throughout, which the team used for materials, lighting, animation, instancing, and GPU rendering of nearly 200 assets. With Notch, they could iterate quickly with full stability before moving to path-traced video loops for polish, then delivering as audio-reactive Notch Blocks in TouchDesigner, a pairing that kept fidelity high while still allowing for live changes in an instant instead of an overnight render.