Midnight Moment: "Eye Test" Times Square Arts – 2×4

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“TIMES SQUARE ARTS, TSAC & AIGA/NY PRESENT OCTOBER’S MIDNIGHT MOMENT

The AIGA/NY invited a select group of New York designers to submit videos for October’s Midnight Moment. Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night.

Of all the major muscles, the six that govern the movement of the eye are the most active and precise. Even when the body is at rest — even asleep! — the eye is in constant motion. So in honor of these most sportive of organs, Eye Test presents a visionary workout tape: An animation inspired by the abstract patterns and optical illusions utilized in eye exams, broadcast test patterns, color blindness tests and other objective measures of visual metrics.

Founded in 1994 by Michael Rock, Susan Sellers and Georgianna Stout, 2×4 is a global design consultancy headquartered in New York City with satellite studios in Beijing and Madrid. The focus of our work is brand strategy for cultural and commercial clients who value the power of design. We identify and clarify core institutional values and create innovative, experiential, participatory and visually-dynamic ways to engage key audiences worldwide. Our intellectual and creative conviction is that thoughtful design can make an essential contribution to every level of cultural discourse.”

Midnight Moment: "Eye Test" Times Square Arts - 2x4 Midnight Moment: "Eye Test" Times Square Arts - 2x4 Midnight Moment: "Eye Test" Times Square Arts - 2x4 Midnight Moment: "Eye Test" Times Square Arts - 2x4 Midnight Moment: "Eye Test" Times Square Arts - 2x4 Midnight Moment: "Eye Test" Times Square Arts - 2x4

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