Times Square #Takeover

To celebrate the completion of's Takeover project, thousands of artists participated in a one-night takeover of the American Eagle tower in Times Square.

The "making of" video.


For one night, artists had a chance to view their artwork on the large-scale LED billboards, which are typically dominated by corporate media.

Image Data Processing

Over fifteen thousand images were analyzed, using custom image processing software. The image data was then used to arrange the images programmatically according to matching color pallettes.

Generative Code

The resulting mosaic was then procedurally generated using custom code to populate the billboard dynamically.


During the production phase, we created a Previz tool which allowed designers to test and visualize ideas in a dimensionally accurate 3D environment. This allowed the design team to view the work from any angle, and see exactly what the final output would look like.