Context:
When the company went public on NASDAQ, we had the opportunity to showcase our brand on the Times Square billboard in New York. To celebrate the milestone, a global design contest was conducted across 13 offices with 25 participating designers.
Role:
I led the visual direction and storyboard development, collaborating closely with the video design and brand marketing teams to bring the concept to life in motion.
Outcome:
The concept was selected as the winning entry and featured on the Times Square billboard during the IPO announcement. The visual direction was highly appreciated by leadership and peers, reinforcing the company’s global brand presence with customers, investors, and employees worldwide.
The Challenge:
The challenge I faced was that the Times Square billboard had a lot of windows, making it look like there were holes cut into the display, which interfered with large visuals and animations.
Solution:
Rather than ignoring the windows, I integrated them into the creative concept by designing matching window-like rectangles aligned with the real cut-outs — representing customers within the building who use our products. Each “customer window” featured product-specific colors, turning the architectural limitation into a purposeful part of the animation.
As the animation progressed, these customer windows multiplied across the screen and evolved into a vibrant multi-colored mosaic, seamlessly transitioning into the brand logo — symbolizing how diverse products and customers come together under one unified brand.