B(L)OOM! 3D Billboard Art

Hey mom, we’re in Times Square! We are so excited to see our colorful 3D animation displayed on one of the massive curved screens in New York during the city’s art fair — The Armory Show.

We were thrilled when the Art Innovation art gallery asked us to create a video for their exhibition in Times Square during The Armory Show in September 2024. It all started with some experimental sketches, which inspired the team to create a vibrant explosion of flowers for the massive curved screen. We aimed to push our creative limits by mixing 2D designs with 3D, capturing the energy and vibrancy needed for such a high-profile display and taking full advantage of its impact. Our goal was to make these flowers feel like they were blooming right in the heart of the city, blending digital art with the real world. Like always, we started off with 2D sketches and art direction to really capture the expressiveness of our style. But after moving on to 3D work, we wanted to keep some of those 2D elements and mix them with 3D flowers for a more expressive vibe — from subtle details to full-on flowers that release soft dandelion seeds.

Starting with an internal style exploration, we evaluated various composition options, making the most of the screen's horizontal layout. After the 2D design and animation, we switched to 3D to model the “bouquet” and add the right lighting and materials — wouldn’t you want to touch that fuzzy flower too?

The main video was showcased during The Armory Show at Times Square, New York. However, we also decided to adapt it vertically to explore the possibility of displaying it on other screens (more on that later, stay tuned).

Materials

Credits — Creative Direction Ilenia Notarangelo + Illustration Lead Sofia Buti + Illustration Alessandra Marin + 3D design Sofia Buti & Riccardo Chiara + 2D&3D Animation Riccardo Chiara + 3D light & material Michele Giamello + Portfolio Case Study Giovanna Crise