The Tonight Show
Jimmy Fallon
Key art adaptation and large-format DOOH motion for The Tonight Show Starring Jimmy Fallon, deployed across NBC facility screens and Times Square digital billboards.
DOOH motion for The Tonight Show Starring Jimmy Fallon, running across NBC facility screens and the Times Square Digital Beast. The work adapted existing key art into vertical motion systems built for high-traffic public environments at scale.
01 / Challenge
The Problem
Times Square is a brutal environment for design. Competing signage, ambient light, and pedestrian traffic moving in every direction. The Tonight Show key art needed to hold franchise identity and read legibly at large scale in under two seconds.
02 / Approach
The Process
Adapted the existing Tonight Show key art into a vertical motion system, establishing hierarchy, contrast, and timing rules built for the format. Motion pacing calibrated for large-format outdoor where the viewer is moving and the read window is short.
03 / Execution
The Work
Partnered with a VFX artist on looping motion graphics for the Times Square Digital Beast, developing a motion-first approach that diverged from standard key art adaptation.