The commercials created by VT2 Studios for the Lucy Legacy exhibit at the Houston Museum of Natural Science are now being displayed on 11 mammoth LED screens in the heart of New York's Times Square in full view of millions.

The Houston Museum of Natural Science hired VT2 Studios last year to create commercials touting its Lucy Legacy exhibit of the 3.2 million-year-old fossilized bones of a young African woman. The bones were discovered in 1976 in Hadar, Ethiopia. The exhibit is now on display at the American Museum of Natural History, which is located near Times Square. The Houston museum made the arrangements to run the commercial in Times Square to promote the exhibit in New York City.

The commercial began running in July and will appear through October on the multiple screens on the front of the Reuters and NASDAQ buildings in Times Square.

According Dan Pratt, a senior graphics designer at VT2 Studios, the multiple screens that make up the Times Square display required considerable and complex re-editing of the original commercial. "It was a unique design challenge, re-creating the 30-second commercial to run independently on 11 custom screens—from a lobby screen to a 20-story building, all telling one story," says Pratt.