Nicki Minaj Light’s Up Times Square
Times Square came to a complete standstill as over thirty thousand people watched one of the biggest electronic take-overs of the New York landmark for the launch of the Nokia Lumia 900.
Implementing the latest CGI technology the team behind the massive Hollywood blockbuster, i-Robot, created one of the world’s largest LED displays. Nokia took over nine of the square’s electronic screens to makes sure that the crowd was immersed in light and music from every direction.
The light show was introduced by none other than Nicki Minaj, who graced the crowd with a performance of tracks from her new album, Pink Friday: Roman Reloaded.
The end product did not happen overnight, over 24 of the world’s leading visual artist’s worked for more than 5,000 hours, day and night for more than 24 days, to create the hundreds of jaw-dropping effects that were used on the large screens. All of the electronic screens were controlled from a mobile server that was fed by eight miles of cable spread over four square blocks of the city.
Combining real dancers with 200ft high computer generated graphics, a building in the square was turned into a living, breathing entity. The building was made to appear as though it was filling with water and then “melting” in front of the crowd.
The event was choreographed to an exclusive Nokia Lumia remix of Nicki Minaj’s hit ‘Starship’ performed live by DJ and Producer Doorly.