Hasta La Ideas

Trollbäck + Company is no stranger to the digital world. The New York-based creative studio has created immersive graphics for the video wall at the Frank Gehry-designed IAC glacier and recently completed a project for Metlife that involved the 54-foot monitor at the Meadowlands. Now the company has taken its JumboTron expertise one step further and launched a digital division that will specialize in interactive media for advertising campaigns and public installations. “Our work has always been about creating experiences,” says executive creative director Jakob Trollbäck. “For us, it was natural to venture into more immersive, engaging projects that are both emotional and intellectual.” Helming the T+Co Digital Division is Stephen Baker, who joins from Red Antenna and has worked with the likes of Sony and Nokia. He recently applied his programming skills to a collaborative display in Times Square that invites pedestrians to submit answers and photos via text message. Says Trollbäck, “Steve has a unique talent to see opportunities for immersive interactions and can quickly figure out how to make them come to life.”

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