If you’ve ever been to CAALA’s annual Las Vegas convention, you know they don’t exactly “ease” you into the experience. This year, they dialed it up to eleven — an 80-foot-wide, 10-foot-tall LED wall greeting every guest who walks through the Wynn Convention Center doors. My job? Make that screen feel like it had been part of CAALA’s brand all along.

The Challenge

CAALA’s 2025 visual identity was already locked — color palette, typography, textures, the whole package. My task wasn’t to reinvent the look; it was to translate it into an 8,640×1,080 motion piece that could run on a continuous loop all day without feeling stale.

That meant:

• Sponsors had to get prime visibility without stealing the show.
• Event highlights needed to pop while staying on-brand.
• Every motion, transition, and text treatment had to hold up across 80 feet of screen — where even tiny design flaws would look like they’d been blown up with a magnifying glass.

The Approach

Brand Continuity First — Pulled directly from CAALAVegas.org’s established theme so the loop would blend seamlessly with signage, programs, and web content.

Built for Scale — Designed and animated in After Effects for an ultra-wide 8,640×1,080 canvas, testing every graphic for clarity from across the convention space.

Color Calibration — On massive LED walls, “true white” can be blinding and high-saturation colors can overpower a room. I tuned the palette so text stayed legible, colors stayed vibrant, and no single frame became a light show in the wrong way.

Section Variety — Alternated between thematic openers, sponsor showcases, and event highlight slides, each with its own motion style but tied together by the same visual DNA.

Loop Logic — Crafted transitions that connect back to the start invisibly, so the piece could run all day without a visible “restart” moment.

Pace with Purpose — Motion accents and timing kept the loop engaging without crossing into distraction — a rhythm that complements the energy of the convention floor.