This project was a major learning milestone for me. With the launch of our new Times Square placement, I had the opportunity to design and produce motion content for one of the most high‑visibility screens in the world. I quickly got up to speed on the technical requirements—everything from aspect ratios and frame rates to color handling and readability at massive scale.
I became responsible for updating the creative regularly, aligning the animations with our highest‑priority campaigns at any given moment. Each iteration needed to be bold, legible, and instantly engaging to a constantly moving audience. Over time, I built a streamlined workflow that allowed us to refresh the content quickly while keeping it visually consistent and on‑brand.
Working on this placement not only strengthened my motion design skills but also sharpened my ability to think about storytelling, hierarchy, and brand expression in an environment where every second counts.
Samsonite NYE ad playing during the 2023 ball drop!
