Billboards Sporting Animated Eye Exams Could Come To Times Square [Video]

If 2 x 4 gets its way, a reel of optical illusions will be coming to New York City’s tourist hub.

The AIGA‘s Midnight Moment will be the largest coordinated effort to plaster synchronized media across all of Times Square’s electronic billboards and newspaper kiosks. That’s a lot of surface area. But how to use it?

The design organization solicited ideas from a select number of agencies, one being 2 x 4, who came back with this trippy concept: to show two-and-a-half minutes of mind-melting optical illusions inspired by eye exams and broadcast test patterns. It would be “a visionary workout tape,” the agency explained, “to honor the most sportive of organs,” since the eye, after all, never stops moving — even when you’re asleep. Which might be hard to do after watching:

It’s Nice That

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