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77Kids

Rock Stars in Times Square

Outdoor, Production

Back-to-school shopping is one of the largest retail events of the year. It’s prime time for promotions and a creative competition for Times Square billboards. We partnered with 77kids to turn the American Eagle billboard into a rock star stage for the young shoppers. Inside the store, we used computer vision technology and a custom iPad app kiosk to render 360-degree photos of kids’ and families’ faces. These were then placed on rock star bodies to jam out on the four-story digital billboard. The creative also features custom graphics that turn the exterior billboard into urban garage doors that appear to open to play the rock videos, as well as the 77kids bird icon that moves around on a 25-story-high “chimney” above the store. The exterior is designed as a “fun factory” to engage, captivate, and motivate kids on the street and draw them into the rock star dream.