Times Square Digital OOH
Visual Designer
Photoshop, Illustrator Aftereffects
2020 - 2023
One of the most rewarding long-term projects I worked on at Pandora and SiriusXM was designing large-scale digital displays for Times Square in New York City. Spanning an entire city block, these placements were among the most prominent advertising surfaces in the area.
Over three years, I designed approximately 40–50 campaigns for the display, adapting each concept to the unique scale, format, technical requirements, and creative goals of the space. The work required balancing strong visual impact with clear messaging while ensuring each campaign remained effective in one of the world’s busiest advertising environments.
Each week, I designed approximately 2–3 Times Square campaigns, ranging from original concepts to adaptations of existing creative for the display’s unique multi-screen format. The installation was made up of four coordinated digital panels, requiring each design to work both independently and as part of a larger visual system.
Many campaigns also included motion, so I collaborated closely with motion graphics designers to translate static concepts into animated executions. For recurring formats, I developed flexible design templates that improved consistency and production efficiency. For more custom campaigns, I created storyboards and visual direction to guide bespoke animation concepts from initial idea through final execution.
One of my key contributions to the Times Square program was creating a reusable Photoshop template that could be shared across the SiriusXM and Pandora design teams. Using linked Smart Objects and multiple artboards, I built a system that allowed updates made to a central “parent” design to automatically carry across the four interconnected display formats.
This streamlined production, reduced repetitive design work, and made it significantly faster for designers to adapt campaigns to the Times Square display while maintaining consistency across every screen.
In addition to the primary Times Square display, I also designed campaigns for the adjacent “King Kong” placement, which introduced a different set of spatial and technical constraints.
Because of its unique dimensions and central fold, layouts had to be carefully structured to keep key messaging, imagery, and calls to action within safe viewing areas. This required rethinking composition for the format rather than simply resizing existing creative, ensuring each campaign remained clear, balanced, and visually impactful at scale.
The Times Square campaigns frequently gained additional visibility when shared by the artists, labels, and entertainment brands featured in the creative. I worked on campaigns supporting names including Harry Styles, BTS, Korn, and Marvel Entertainment, with additional promotion tied to SiriusXM and Pandora programming.
Many of these campaigns were reposted across platforms including X, TikTok, Instagram, and Facebook, extending the work far beyond the physical Times Square display. In several cases, those posts generated millions of views and impressions, helping drive broader awareness and audience engagement for both the featured talent and the SiriusXM/Pandora brands.
