Overview
In July of 2022, we were presented with an opportunity to help to create a birthday presentation for the Nelson Mandela Foundation. We needed to produce an evocative motion graphics display in honor of Nelson Mandela’s birthday which has been deemed Mandela Day. This ambitious project’s highlight was its showcase on one of the most iconic digital canvases in the world—the Nasdaq Tower in New York’s Times Square.
Purpose and Vision
The project aimed to honor Nelson Mandela’s legacy and reinforce his enduring message of social justice and unity. By utilizing the Nasdaq Tower, the foundation sought to amplify its reach, presenting Mandela's ideals to a global audience in a space that represents international collaboration and innovation.
Display on the Nasdaq Tower
The Nasdaq Tower, standing 7 stories tall, is one of the most prominent digital screens in Times Square. Its strategic location ensures maximum visibility to millions of visitors daily. This setting was ideal for amplifying the Mandela Foundation's message.
Technical Specifications
The final motion graphics piece was rendered in a resolution to match the Nasdaq Tower’s advanced display capabilities. Particular attention was given to contrast and brightness, ensuring the visuals stood out even in daylight. Lastly, careful consideration needed to be taken for placement of images and text as the Nasdaq Tower screen has windows spread throughout.
The animation was structured as a 60-second loop, which played several times throughout the presentation date. It premiered on July 18, 2024—Nelson Mandela’s birthday. A live unveiling ceremony took place in Times Square, featuring representatives from the Nelson Mandela Foundation and community leaders. Passersby paused to watch the display, many taking photos and sharing the experience on social media. The Nasdaq Tower’s central location and digital prominence helped create a ripple effect, with Mandela’s message trending on social media platforms that day.
