Second Story / Vornado Realty

4K screen launch

A film experience to launch the largest digital screen in Times Square

Times Square, New York

Commissioned by SecondStory for Vornado Realty, Universal Everything created a series of films as launch content for the largest digital billboard in Times Square – wrapping a block with 24 million pixels.


From a single pixel, the audience is taken on a journey of transformation inspired by technological advances, landscapes and New York itself to show off the stunning capacity of the screens. In the heart of one of the world’s busiest and noisiest places, the films have a calmer, more meditative pace exploring the theme of ‘change is constant’.


Creative Director: Matt Pyke
Creative Director: Dylan Griffith
Animation Director: Chris Perry
Animation: Cai Matthews
Character Animation: Yes, Commissioner?
Sound Designer: Simon Pyke
Producer: Greg Povey
Video Footage: Danilo Parra
Commissioned by SecondStory for Vornado Realty


2016 – Digital Signage Expo APEX Awards – Installation of the Year