When technology giant Samsung wanted to add a show-stopping element to their New York City event and product launch, MSA delivered in a big way.

The agency plotted and planned a takeover of some of the biggest and most dramatic digital billboards in Times Square.

Times Square offers the most valuable advertising opportunity in the world. These dynamic signs provide premium, center-stage exposure with full-motion, live-streaming, and interactive capabilities. With multiple media vendors involved, it was no small feat to ensure that the giant boards kicked on simultaneously the day before, so as to not reveal the creative prior to launch day.

Working with the Samsung events team, MSA played a critical role in the events staged in Times Square as well as Radio City Music Hall. With a big budget but short fuse, MSA made it happen. The result was a very, very big thing.