As digital screens become a bigger part of our built environments, a question becomes central: what does it actually take to design media that people genuinely connect with in a physical space?

​In this conversation, Float4 Creative Director Sarah Ouellet gets into what it takes to design media for physical spaces, and why it's a very different craft than designing for traditional media.

​Drawing from Float4's work across hospitality, architecture, themed entertainment, and cultural spaces, Sarah talks about how the best experiences start long before any content gets made; with a deep understanding of a place's identity and the people moving through it.

She walks through projects ranging from observatories and hotel environments to large-scale spectacles, and shares what the creative process actually looks like behind the scenes, including the previsualization stages most people never see, where ideas get stress-tested before a single pixel goes into production.