Imaginary Forces

745 7th Avenue fuses storytelling and architecture. The signage and 24-hour content that we created in collaboration with Kevin Kennon and Kohn Pedersen Fox is a living, branded surface that spans a full New York City block in Times Square. Juxtaposing live data streams with views of foreign markets and local communities, the building breathes with life and acts as a barometer for an ever-changing world. The project was created using a customized digital template of the building’s screen to compose pre-visualizations. Once the pre-visualizations were approved by the client, digital files and 35mm film were produced as final imagery.