9 Times Square Billboard
This project involved designing and animating a digital billboard for Kassin Sabbagh Realty, displayed on a curved corner screen at 41st Street and 7th Avenue in Times Square. The ad markets available office floors at 9 Times Square while building recognition for the KSR brand. Built around KSR's signature orange and bold white typography, the animation brings the brand to one of the most visible intersections in New York City and positions KSR as a leading name in NYC commercial real estate.
Client
Kassin Sabbagh Realty (KSR)
DELIVERABLES
Digital billboard animation, 10 second motion spot, storyboard sketches, vector assets, ad copy, specification compliant video export
Year
2026
Role
Art Director, Graphic Designer, Motion Designer, Copywriter, Video Editor
Brief
KSR needed a digital billboard that would market leasing opportunities at 9 Times Square while strengthening its brand presence in the city. The goal was to present KSR as a forerunner in NYC commercial real estate and position 9 Times Square as the epicenter of New York business, connecting those ideals directly to the KSR name. The ad had to communicate clearly in a 10 second spot, within a loop of ten advertisers, on one of the busiest corners in the world.
Process/Solution
CONCEPT & COPY DEVELOPMENT: The project began with defining the core concept, positioning 9 Times Square as the center of New York business and KSR as the brand behind it. From there, I developed concise copy that could be read quickly by pedestrians and drivers, balancing the leasing message with brand awareness.
STORYBOARDING: Before moving into production, I sketched storyboards to map out the sequence of the animation across the full 10 seconds. This helped plan how text and logo elements would enter, move, and resolve on screen, and how the composition would read across the wide format of the billboard.
VECTOR ASSET DEVELOPMENT: I built all visual assets in Adobe Illustrator following KSR's brand guidelines. The design uses KSR's signature orange background, with white text in KSR's brand font, Proxima Nova, and the KSR logo, keeping the ad instantly recognizable. The logo was broken into separate elements so each piece could be animated individually.
MOTION & EDITING: I first experimented with animation in Adobe Premiere Pro, then developed the final piece in CapCut. Motion was introduced by animating the separated logo elements and text, giving the brand a dynamic presence while keeping the message clear and legible.
DESIGNING FOR AN UNSEEN SURFACE: The billboard was still being installed while the animation was in development, so the only reference available was the specification sheet from Harkey Media. The screen measures 3000 by 1224 pixels and wraps around a curved corner, divided into a 1608 pixel front panel, a 360 pixel curve, and a 1032 pixel side panel. Every element had to be placed with the curve in mind, without any way to preview how the design would appear in real life until the final result went live.
Outcome
The finished billboard brought KSR's brand to the heart of Times Square, reinforcing its identity as a leading NYC commercial real estate firm while promoting leasing opportunities at 9 Times Square. Seeing the animation on the completed screen confirmed that the layout translated successfully across the curved corner, turning a spec sheet into a large scale piece of brand storytelling in one of the most visible locations in the city.