Microsoft's cube in Times Square
At the intersection of 8th Avenue and 42nd Street, the Microsoft Cube at 11 Times Square stands as a beacon of innovation and brand storytelling. This three-sided LED display spans over 2,000 square feet of high-definition digital real estate, capturing the attention of more than 350,000 pedestrians daily. As part of the Brand Studio team, I’ve had the privilege of shaping narratives that come to life on this iconic canvas.
A unique canvas demands a unique approach
Designing for the Cube is unlike any other medium. Each of its three panels must communicate a complete story inter-dependently, while also contributing to a cohesive narrative when viewed at street level. With no audio and only a few seconds of viewer attention, every frame must be intentional.
To meet this challenge, I begin each project by crafting detailed storyboards that map out the visual flow across all three sides. These boards pull in toolkits, videos, and static assets that communicate our partner's brand values and campaign goals. Whether it’s celebrating Pride through authentic employee stories or storytelling how AI is transforming history, I ensure each visual moment is both impactful and inclusive.
From concept to cube
Establish the emotional and strategic arc of the story
Motion direction
Collaborate with production partners to animate assets that are bold, legible, and engaging.
Planning
Design frames that fit to unique dimensions and sightlines
Iterative feedback
Incorporate stakeholder input to refine tone, pacing, and clarity
