AT&T Tree of Dreams
Interactive Festival Installation
Float4 was involved in producing the AT&T Tree of Dreams installation designed by Media.Monks for the 2022 edition of the ESSENCE Festival of Culture in New Orleans, LA.
The tablet activated real-time interactive Tree of Dreams invited guests to type messages about what DREAM IN BLACK means to them.
Sharing strong messages through this collective experience created a powerful connection between guests both in person and remote, much like the connectivity inspired by AT&T Fiber.
Submitting a message triggered a ribbon animation on the Tree. This animation displayed the message with the name of the person in large format for a photo opportunity. Then, it joined the collective messages, continuously on display.
The ribbons reflected a mix of messages submitted by attendees at the event and tweets from the broader community.
Float4 also created the tablet web app which included the form for guests to fill out . They had the option of writing their own custom message or selecting from a list of pre-filled messages. A preview would appear on the tablet before guests could submit their creations.
The ESSENCE Festival of Culture is the largest festival in the country, drawing in more than 530,000 attendees annually over the July 4th weekend. The festival mobilizes, informs, and uplifts the largest global gathering of everyday multigenerational Black women in a safe space to achieve new levels of sisterhood, personal development, wealth creation, civic engagement & community leadership.