We created bold, eye-catching animations for a massive LED cube atop Microsoft’s Times Square office to help them stand out from the crowd and give visitors a smile.

Overview

The heart of New York City is a boundless sea of neon clutter, making it hard to stand out. Microsoft wanted to break through and create a positive connection between Times Square visitors and the brand. Enter, the Cube.

To help Microsoft's new sign stand out, DK developed a concept that took full advantage of the massive three-sided LED Cube display.

Using our photo-real CG capabilities, we created simple but charming animations that played with and reacted to the dimensions of the Cube. From popcorn to balloons to rubber balls, the Cube was filled with movement, fun and color, adding a burst of delight to the day of anyone watching from below. The animations also gave Microsoft the opportunity to promote flagship products like Skype and Xbox in beautiful and unexpected ways.

Microsoft’s Times Square office is a unique space. With this work, it gained a unique Times Square presence to match.

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