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Innovation in DOOH: Coca-Cola’s 3D, robotic screen on Times Square

2017 – The world’s first 3D robotic LED display

Coca-Cola has had a prominent presence in Times Square since 1929. From launching the first neon spectacular, to the first sculptural LED display, the brand have continually pushed innovation in DOOH advertising.

All other billboards in Times Square have gone bigger, brighter and higher definition. This iconic spot needed to standout amongst the sea of bright lights and screens.

Movement was the key. Due to it’s never-been-done nature, bringing the billboard to life wasn’t an easy task. After 5 years of planning, research, development, content creation, prototyping and hard work, the first 3D robotic billboard made it’s debut in 2017 and continues to amaze the public today.

Drawing on inspiration from 3D design and elements of mixed reality. the billboard’s first-of-its-kind motion technology features over 1700 independent, computerized LED modules that seamlessly extend and retract to bring dimension, texture, and movement to static, video, and 3D content.

To choreograph the velocity, acceleration, and position of the individual modules, the billboard was created with its own software platform. The proprietary algorithmic technology allows the brand to upload, simulate, and display 3D content easily and collaboratively, while ensuring smooth, safe motion.

Through rigorous prototyping, iteration, and testing across the country in every possible weather condition, this patented display technology was developed over years of partnership with Coca-Cola. It allows for nearly limitless versatility and multi-dimensional freedom in how creativity blends the digital and physical world.