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
How AI is making history
THE CHALLENGE
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.
Microsoft x Premier League
THE CHALLENGE
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.
Credits
Copywriting:
Animation: Dmytro Savchuk
Results
Estimated monthly reach:
~1.5 million impressions per month
Estimated media value:
$140K per month
