Coca-Cola Times Square Billboard

World's First & Largest 3D Robotic Billboard



Coca-Cola has been a part of Times Square for nearly a century. As one of the world’s longest-running billboards, the location has helped build the brand’s creative reputation and solidify it as one of the most recognizable brands ever. But, in 2017—in a world of emojis and immersive experiences—Coca-Cola saw an opportunity to refresh its existing presence in Times Square and propel its brand forward into another decade of creative prowess.

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Drawing on inspiration from 3D design and elements of mixed reality, we concepted and launched the world’s first and largest 3D robotic billboard. At six stories tall, 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.



Recognized as both the world’s first and world’s largest 3D billboard by Guinness World Records, the sign has created a new benchmark for the creative application of technology in Times Square. 

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"From the beginning, our brief was to create a pause-and-refresh moment in the crowded environment of Times Square. Our proprietary 3D technology brings our iconic brands to life in a unique and differentiated way that will hopefully catch people’s attention and make them want to engage for a longer period of time."

– Kim Gnatt, Group Director, Business Strategy, Coca-Cola North America

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