I recently had my work  in Times Square on the Reuters electronic billboard system. I did this for ADCOLOR; an advertising industry coalition to promote diversity in advertising media. SBS Studios has been a sponsor of the ADCOLOR Awards for three years now. You can read more about our collected thoughts on the project here.

My credits include all 3D Design and Motion Graphics, with the direction of Shane Santiago and Gary Mack (Creative Director of the NBA).

A big part of our ideology here is that “we can do better than that.” This time, I’m not so sure we could have.

I’ve been to New York and while I’ve always found it fascinating, at the same time it’s very intimidating. I knew as soon as we were asked to take this on, it was going to be a personal challenge to me to show NYC that I can handle her. It meant pixel-perfect attention to detail and developing a set of skills I’d have to acquire as I worked. I was so determined to make this a masterpiece that I’d actually slept in my office on cushions from our Ikea chairs.

Why was this anxiety necessary? I’d been to Times Square and seen plenty of motion billboards that received less love than this one; and New Yorkers have developed banner blindness, so this would still go relatively unseen despite being on one of the larger, more complex systems in the area. I realized it wasn’t New York that was exciting me; I was anxious because it was ADCOLOR.

— Me