The client, a prominent American advertising firm, sought to evaluate the visual impact of a new digital billboard for Hershey's chocolate store at Times Square. The primary objective was to understand how the billboard, with its dynamic video content, would affect visitor experience from different vantage points in the square. They needed a solution that would allow stakeholders to virtually assess the billboard’s presence and visibility in real time before finalizing the design.

The augmented reality previsualization was instrumental in helping the stakeholders visualize the billboard's size, placement, and visibility. By experiencing the billboard in its intended location through AR, the client was able to make informed decisions about design adjustments and content optimization. The result was a highly successful billboard launch that maximized visual impact and effectively engaged the millions of visitors who pass through Times Square daily.

We implemented an innovative augmented reality (AR) solution to create a highly detailed architectural previsualization. Using AR, we allowed stakeholders to view the proposed billboard in its real-world Times Square environment, from any point within the square. The AR experience was fully interactive, enabling stakeholders to "walk" around Times Square and visualize the screen's impact on the surrounding area and visitors. This immersive approach provided unparalleled insight into how the billboard would appear and function in context.