With an expected average of 1.5 million impressions each day, Times Square provides a powerful and iconic advertising opportunity. The only problem is cutting through the noise. This space is saturated with pulsating, electronic displays that occupy nearly the entire skyline. When I was given the opportunity to build a seven story LED display for Health Management Systems (HMS) in the heart of Times Square, I opted to focus on directness, contrast and meaningful statistics.

I designed animations that boldly proclaimed some of our nation’s healthcare problems. These conflicts were contrasted by the solutions HMS was providing. The concept was inspired by Nancy Duarate’s philosophy on presenting the differences between what is and what could be for propelling an audience to a solution. The idea was that by focusing on the healthcare system as a whole and not just HMS’s services specifically, I would grab the attention of a much broader audience.

Each section of the video was comprised of high contrast blocks of text that filled the entire tower. In between were animated transitions that helped to reinforce what was being communicated by the text. Since content was presented quickly, a passerby would obtain at least some information at any given moment. The final project was 30 seconds long and looped for three hours on Tuesday, August 5, 2014 during HMS’s closing bell ceremony. Please click here for more information on the event.

  • Medium: Video
  • Year: 2014
  • Skills: Adobe After Effects, Adobe Premiere Pro, Adobe Media Encoder

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