For this Unlocked Vatican story, our challenge was to translate a deeply digital experience—the creation of a digital twin of St. Peter’s Basilica—into a bold, physical activation on the Times Square cube. The goal: showcase how Microsoft AI can preserve and restore cultural landmarks, making history accessible like never before.

Every frame was designed to evoke awe and curiosity, blending the Vatican’s timeless beauty with Microsoft’s innovation narrative. It showcased AI not as a background tool, but as a guardian of heritage, preserving structures and stories that define humanity.

How do you show conversational AI like Copilot—something inherently interactive—on a three-sided display? Limiting copy, “sound-off” environment, and competing visuals meant every frame had to be eye-catching, readable, and emotionally resonant.

For this project, we worked with a motion designer to bring Copilot to life on this unique billboard. Using footage from the Premier League toolkit, we showcased the features of the Copilot companion app. This was built for the fans—capturing real-time match insights, personalized fan experiences, and intelligent tools that empower every one to get in the game.