In September 2015, Morgan Stanley unveiled a refresh of the iconic screens that have wrapped their world headquarters in Times Square since 1996.

These new screens, covering 13,000 sq. ft., carry a range of branding, dynamic content and live data visualization.

The sheer scale of the 7 screens and the flow of live content required a unique creative approach. A strong visual system was created that flexes to be typographic, info-graphic and cinematic.

Combining art, data and technology, the system utilizes billions of kilobytes of market and news information, creating over 2,000 distinct pieces of content each day.

Dynamically-generated playlists are tailored to the changing audience and visually adjust with market changes. This intelligent system constantly reinvents itself, never staying the same.

460,000 people visit Times Square each day. Approximately 167 million people will visit each year. Among these staggering numbers is a plethora of competing noise to cut through -- an overload of messaging and marketing to a constantly changing audience.

A lot of thought went into understanding the various Times Square audiences and how they would engage with the signage physically and periodically. Because of the uncontrollable nature of the audiences, it is imperative that the content and design is engaging from any perspective.

The idea was to create a visual system that updates the historic Morgan Stanley ticker into something modern and dynamic -- translating market data, something that is traditionally mundane, into a unique, cinematic experience in order to stand up against the chaos of Times Square.