Morgan Stanley Digital Billboard
Experiential
The Morgan Stanley digital billboard in Times Square is a cultural icon—instantly recognizable for its amber ticker tape streaming across three LED strips, often seen in commercials and news broadcasts. In 2015, the sign underwent a major transformation. The legacy amber display was replaced by seven synchronized, high-resolution LED canvases capable of dynamic, time-of-day-driven content featuring Bloomberg news, data, and Morgan Stanley branding.
I played an instrumental role in the project, leading key aspects from pitch to launch—including content strategy, data integrations, data visualization, and quality assurance. Collaborating with my internal creative team and external partner Framestore, we developed a bespoke content management system tailored to the installation’s unique requirements.
The reimagined billboard earned multiple awards, including a D&AD Award and a Creativity International Award, and was recognized for its groundbreaking blend of design, data, and technology in one of the world’s most visible public spaces.