Advertising continues to evolve as new technologies emerge. Traditional billboards, for instance, are no longer just big posters hanging from a wall. Financial services company Prudential is looping a proprietary video created by animation studio Mechanism Digital on a 40x40-foot digital billboard atop Two Times Square, directly across from where the ball drops on New Year’s Eve.

Mechanism Digital worked with Prudential to convert its iconic “Rock” logo into a sleek and glossy 3D structure.

The animation in Times Square takes the viewer on a ride through the nooks and crannies of the 3D icon. Around every corner float shiny 3D words describing Prudential’s services. As the camera zooms through the end of its travel, it pulls out to reveal the gleaming Prudential logo.

The digital billboard is a 40x40-foot square Daktronics LED video screen with a resolution of 512x512—not the specs of the average film or television production.

Lucien Harriot, owner of Mechanism, states, “We really enjoy contributing to new technological formats. It keeps us up to date with ever-changing innovations in communications and allows us to spread our wings across a wide range of media.”