Role: Creative Lead
Focus: Public brand spectacle, real-time innovation, large-scale experiential storytelling
Art Director and Lead Animation: Robert Jackson
The Challenge
Times Square is the most saturated media environment in the world. It is not simply a backdrop — it is a battlefield of attention. Brands don’t show up there to participate. They show up to dominate.
For the organization, this moment carried additional weight: it was the first time in franchise history the team had ever been granted an opportunity of this scale and visibility within Times Square.
The challenge was to transform a landmark media placement into a once-in-a-generation brand moment — one that signaled ambition, modernity, and cultural relevance.
Strategic Question:
How do you turn a historic first-time opportunity into a cultural declaration rather than a media appearance?
The Insight
Scale alone doesn’t create impact.
Innovation gives scale meaning.
To truly command Times Square, the work couldn’t behave like traditional OOH. It needed to feel dimensional, unexpected, and architecturally aware. Something that stops people mid-stride and compelled them to capture it.
This moment required not just big creative, but new creative methodology.
The Idea
A fully orchestrated Times Square takeover built around the illusion of depth, dimension, and physical presence — using forced-perspective animation techniques to make the content feel as though it existed inside the architecture of the environment itself.
This became the organization’s first creative solution fully constructed in Unreal Engine, allowing real-time rendering, cinematic lighting, and spatial realism at monumental scale.
Not an ad.
Not a placement.
A living, dimensional brand presence.
Core Message:
We don’t enter culture quietly.
We arrive dimensional.
