Since 1929, Coca-Cola has been an innovator in Times Square — always willing to push limits and redefine the standard for excellence.

On August 8, 2017, Coca-Cola once again raised the bar by launching the world’s first 3D, robotic billboard. Installed in the same iconic location as previous Coca-Cola billboards, the six-story tall board features 1,760 independent LED modules. Each of the one-foot square modules are computer-controlled to extend and retract in sync with the video content, adding physical dimension and movement to compliment the video displayed on the LED screens.

Beyond the hardware of the sign, we created a custom software platform that allows motion to be added quickly and easily to video content, to keep the content fresh for years to come.

Times Square is the center of out-of-home advertising. Coca-Cola has a nearly 100-year history in Times Square, and over that time they've constantly pushed the medium forward. The first static sign gave way to neon, which was replaced by electronic lights. These iconic signs ultimately were replaced by LED signage in the early 2000s.

In 2017, with the launch of this robotic billboard, the landscape of out of home and digital signage was changed forever, and the medium has advanced once more. The static LED signs of the last two decades have given way to a sign that moves in a coordinated way with it's content.

When you look around Times Square, all of the signs follow a similar form factor, with the exeption of this Coca-Cola sign. By moving, this sign has moved the medium forward.