COCA-CUBE 🥤

TechnoVisuaLuxe
A groundbreaking journey was embarked upon in developing the world's first 3D robotic billboard in Times Square for Coca-Cola. Central to this project was the conceptualization and implementation of an innovative animation approach for the billboard's unique grid of cubes, each individually lit with LED lights, that eventually earned a place in the Guinness World Records.

The initial step of this venture involved designing a prototype that leveraged custom depth maps to animate the grid of cubes. This setup, with each cube capable of independent movement and multicolored illumination, charted a new direction for outdoor advertising.

Various versions of motion graphics were developed to effectively promote Coca-Cola. Each of these animations was meticulously synchronized with the movement of the cubes, creating a dynamic and lively 3D display that went beyond conventional advertising methods. Amplified by the sheer size of the billboard, the animation made a striking visual impact, especially at night when the brilliant LEDs could fully flaunt their vibrancy.

Not only did the unveiling of this pioneering 3D robotic billboard redefine digital outdoor advertising, but it also earned widespread recognition, most notably a Guinness World Record. This captivating and immersive display greatly amplified Coca-Cola's brand visibility and engagement in the energetic locale of Times Square, marking a landmark moment in the integration of advanced technology into marketing strategies.

Client: The Coca-Cola Company
Agency: space150
Design/Animate/Prototyping/R&D: Masaki Yokochi