Xbox

METAPHOR TIMES SQUARE

When Xbox decided Altus Metaphor needed to dominate Times Square, we transformed their game into a 16-story visual phenomenon that wrapped three sides of a prime Manhattan landmark. This massive-scale execution didn’t just capture attention—it captured additional media buys, with the client extending the campaign’s run based on exceptional performance metrics. We turned a game launch into an unmissable event that merged entertainment, architecture, and artistic innovation.

Design | Motionography | 3D Animation | Simulations | Compositing | Color Correction | Multiscreen

So spooky, and so very large!

Creative Director: Eric Edwards
Design: Eric Edwards
Animation Team: Eric Edwards, Ryan Davies, Yas Koyama
Compositor: Eric Edwards
Executive Producer:
Andrew Kobliska
Executive Creative Director: Bobby Hougham

Agency: Hammer Creative
Creative Director: Earl Burnley
Lead Creative Producer: Jack Sachanda
Associate Producer: Angie Nguyen
Executive Producer: Brandon King

Creative Director: Eric Edwards
Design: Eric Edwards
Animation Team: Eric Edwards, Ryan Davies, Yas Koyama
Compositor: Eric Edwards
Executive Producer:
Andrew Kobliska
Executive Creative Director: Bobby Hougham

Agency: Hammer Creative
Creative Director: Earl Burnley
Lead Creative Producer: Jack Sachanda
Associate Producer: Angie Nguyen
Executive Producer: Brandon King

The Process

Our team tackled the complex challenge of adapting gaming assets for architectural display, requiring specialized expertise in:

  • Character Animation & Asset Optimization
    • Reengineered game models for massive-scale display
    • Enhanced texture resolution and material properties for LED output
    • Developed custom character animation and layout optimized for multiple extreme viewing angles
  • Environmental Design & Technical Integration
    • Choreographed seamless content flow across three building faces
    • Developed particle simulation systems for that extra bit of love
    • Managed asset translation from game engine to display technology

The project demanded precise choreography strategizing viewing content spread between multiple LED surfaces while maintaining visual continuity—a challenge amplified by the unique architectural layout. Our workflow prioritized preserving the game’s visual fidelity while ensuring optimal performance across a non-standard display configuration spanning multiple stories and viewing angles.
Each element was crafted to ensure impact from every viewing distance, from street-level engagement to visibility from surrounding buildings and transit points. The final execution demonstrated our capability to elevate gaming content beyond traditional display constraints while maintaining the creative vision of the original title.

Character animation for “Galica”

Exploded deliverable renders for WIP and QC

Character animation for “The Human”

In-Situ renders for visualization and approval

I always look forward to projects with The New Blank as our partner. Their team is always delivering high-quality creative, and their dependability and professionalism keep us grounded in any circumstance. That TNB special sauce keeps us coming back!

Jack Sachanda

Hammer Creative

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