I played a hybrid role on this ground-breaking project. I was the overall project lead, managing the content, tech, development and the experiential teams, in addition to being the lead producer on the content and experiential event.
Coke's internal agency was the content and strategic lead in partnership with Buck. Space150 co-led sign fabrication and software development in tandem with Coca-Cola R&D. SET Creative was the creative lead for the experiential activations for Launch. Convergent oversaw maintenance and upload of all content to a custom media server and platform to manage the custom content we developed. And finally, Landmark led sign construction and activation.
A bit about the project. The new Coca-Cola Times Square sign is the world’s first 3D kinematic LED sign. Standing nearly 68’ tall and more than 42’ wide, this is a pioneering new concept in out-of-home advertising and allows us to connect first-ever technology with creative to bring the Coca-Cola brand to life.
Never before has there been a sign like this that can add a multi-dimensional element to video content, creating a wholly-new canvas on which to bring Coca-Cola brand imagery to life. The sign is made up of over 1700 individual 12” square LED modules that independently extend and retract to enhance and bring to life video imagery with movement, adding dimension in a way no other sign can achieve.
The initial idea was inspired by the classic pin art toys that we played with as kids, capable of creating a magical 3-dimensional representation of whatever object you hold against it. Each LED panel is 1’ wide x 1’ high. The individually-programmable, dynamic modules move back and forth more than a foot and a half (20”), with 255 potential incremental positions within that 20” distance.
This translates into nearly limitless versatility and creative freedom in how physical motion can complement and accentuate video content displayed on the LED screens.
