Robert Hammama
Photo: Roy Wu
Photographer: Ying Jian
Shooting Location: Neue House Madison Square
Artist: Ross Pino
From crafting intense EDM visuals to developing highly immersive digital experiences for global brands, Roy Wu‘s creativity transcends traditional boundaries. As creative director and co-founder of Dimmet Studio, Wu weaves fashion, technology, and storytelling together to create magnetic brand narratives that capture the hearts of all who encounter them.
Merging Art and Technology
“I have a deep background in fashion, strategy, and user experiences. As a result, I find that my work is at the perfect spot between poetic beauty and meeting the needs of the user,” Wu explains. This philosophy shines through in his work with Billy Gillies, where Wu reimagined the artist’s visual identity by drawing inspiration from crow culture and early 2000s aesthetics. The project earned international acclaim, winning a Golden Disc Award in both the United States and Europe.
Wu’s education at Parsons School of Design, where he specialized in design and technology, shaped his mastery of visual storytelling. This specialization enabled him to craft immersive experiences that merge physical and digital realms. His projection mapping installations and interactive art pieces showcase this skill.
His work with Mercedes Benz Financial Services stands out particularly. Here, he excelled in translating complex financial data into easy-to-understand visual interfaces.
Novel Brand Transformations
Leading major campaigns for industry giants like Google, Atlantic Records, and Verizon, Wu’s storytelling techniques have completely changed how brands connect with their audiences.
His work for La Mer during the pandemic exemplified this talent, as he rebranded their UI/UX for T-Mall. As China’s largest online retail platform, Wu successfully transitioned the luxury brand from an in-store to a digital brand. The transformation made T-Mall La Mer’s single largest point of sale in China, further proving Wu’s ability.
The Auggi project, a collaboration with MIT and Cornell Tech, also heavily relied on Wu’s ability to transform mundane and complex data into accessible visual narratives–this time creating an artistic experience based on actual scientific findings. His choice of coral as the primary color palette and abstract representations of human elements created an interface that sought to balance professional credibility with user-friendly design.
Immersive Storytelling Techniques
Wu’s storytelling methodology hinges on creating psychological proximity between the audience and the narrative. Through carefully crafted visual elements and interactive components, he constructs experiences that feel immediate and concrete rather than distant and abstract.
This technique shined particularly well in his anti-bullying projection mapping installation. In it, audiences physically stepped into another world to experience stories of the LGBTQ community.
His work aims to overcome traditional visual design, instead incorporating virtual reality and spatial storytelling elements. Each project becomes a carefully choreographed journey, where viewers become active participants in the narrative. Such immersive qualities were particularly evident in his work with Tiffany’s messaging during Pride week, where he also created digital experiences that brought together brand identity and social consciousness.
Wu’s personal mantra, “To be happy and positive,” infuses his creations with an unmistakable energy–one stretching across cultures and platforms. Whether crafting visual identities for global brands or creating interactive art installations, his work is the epitome of visual storytelling, striking his audience’s mind and heart.