In Times Square, innovation has always been about bigger, brighter, or taller. When Coca-Cola asked us to rethink their iconic billboard space, there was only one direction we wanted to go – out. We totally re-concepted how a billboard could come to life and create conversation. After nearly five years of design and engineering, Coca-Cola launched the world’s first and only 3D robotic billboard, consisting of 1,715 independent LED squares that move back and forth to create dimension, texture, and shape in a traditionally static space.
