Forever 21 Times Square Digital Billboard: Forever 21
The affordable fashion brand opened its flagship store in Times Square and needed a billboard that would engage consumers for longer than the conventional six seconds. The digital billboard featured models interacting with the Times Square crowd using innovative computer vision technology. The models snap pictures of people on the street, pick them up, kiss them, put them in their bags, and more. The interactions change constantly, just like Forever 21’s inventory and brand promise. We further developed the customer engagements with “love tweets,” a live feed featuring fans’ tweets that mentioned both the brand name and the word “love.” We then continued the star treatment with thermo-imaging cameras in the store entryway to trigger “paparazzi” flashbulbs as customers entered the store. The revolutionary technology became a spectacle and a trendsetter for billboards everywhere.