Hint Water Video Billboard in Times Square

Motion Graphics for a Times Square Billboard

Working with Rylander Design, Capitola Media produced a motion graphics animation for Hint Water's wraparound video billboard in Times Square, New York City. The project brought the brand's bottles, color, and identity onto a display that extended across two faces of a building. Rather than treating the corner as a break in the image, the animation used it as part of the visual idea.

The 90-foot-by-160-foot display required animation designed for its scale and wraparound shape. At that scale, the assignment was not simply to enlarge an ordinary advertisement. It was to create a short visual sequence that belonged to the shape of the billboard and made the transition around the building part of the experience.

Making the Building Corner Part of the Animation

The defining feature of the project was movement across an architectural edge. Graphic elements slid across the display and interacted with the corner, connecting the two screen faces through animation. The building's geometry became part of the composition rather than a limitation to work around.

A conventional rectangular video has one continuous viewing plane. A wraparound billboard introduces a change of direction within the image itself. Movement approaching that edge can establish an expectation, while movement continuing onto the adjacent face can complete it. For Hint Water, this relationship between animation and architecture provided a visual structure for the product presentation. The project demonstrates an application of motion graphics and animation in which the destination is part of the creative concept, not just a screen receiving the finished video.

A Product Story Told Entirely Through Graphics

The billboard content was created entirely with motion graphics. Product imagery and brand elements carried the presentation, rather than a filmed scene, interview, or presenter. That approach kept the focus on Hint Water and the movement of the imagery across the display.

The street photograph shows the brand name and bottles presented at large scale across the illuminated screen faces. The product provides an immediate visual reference, while the wraparound format gives the animation a physical setting. This combination makes the relationship between the brand, the graphic treatment, and the building visible in a single view. For consumer brands, the project illustrates how recognizable packaging can become the central subject of a motion design piece without requiring a conventional live-action commercial.

Animation Built Around the Display

The animation was built around a clear visual idea. The corner interaction gave that brief sequence a specific purpose: movement could connect one face of the billboard to the other while keeping the product at the center of the presentation.

This is the distinction between adapting content to fit a display and creating content around what the display can do. Here, the architecture was integral to the animation. The work is an example of digital out-of-home advertising conceived around an unusual presentation surface rather than treated as a standard video placement.

The Billboard Seen from the Street

The accompanying nighttime photograph documents the finished installation from street level. It shows both screen faces, the building corner, and the surrounding architecture, making it more informative for this project than an isolated graphic frame. The image preserves the setting in which the animation appeared and the relationship between the display and its location.

Capitola Media works on motion graphics projects for screens of different shapes and scales. Discuss your project with us to explore an animated product campaign, a wraparound billboard, or content designed for a specific display.