The WOW Factor Inc. (NYC), a creative agency and production company that specializes in digital content for the OOH market and large-scale outdoor EDS displays, will produce the creative content for Toshiba’s new LED spectacular, the Toshiba Vision, located atop the One Times Square building. The display launched July 15, 2008.
The Toshiba Vision display is bigger and offers higher resolution than the previously installed display that Toshiba took over in December 2007. Designed for outdoor installation at the Times Square site, the 51.2. x 52.5-ft. display incorporates a fully digital, high-definition video system. The 73.3 ft./880-in. diagonal screen integrates a 1,280 x 1,248 LED array, and high definition image quality is realized by Toshiba's proprietary Technovirtual technology. This 2-D, pixel-sharing technology uses adjacent LEDs to create virtual pixels with a 12.5mm pitch.
The display is designed to combine high-definition image quality with environmental durability. It uses the latest LED technology to cut power consumption, an advance that reportedly contributes to improved performance reliability and an extended life cycle.
Commissioned for Toshiba America Inc. by the international marketing firm ADK America, the WOW Factor conceptualized, designed and produced branded messages and animations for Toshiba Vision. In addition to brand identity, Toshiba Vision will highlight Toshiba’s Satellite laptop and Regza HD television-product lines. The WOW Factor will manage the digital content delivery from its California studios.
Toshiba Vision boasts HD resolution on a 12.5mm, virtual pitch LED display, more than 285 ft. above Times Square.
Dwain Taylor, president and CEO, ADK America, said the WOW Factor’s long experience in Times Square contributed to its selection.
In July 2008, the WOW Factor received eight Telly Awards for excellence in outdoor-advertising campaigns created for the Coca-Cola Company, N.A. and Pontiac Times Square spectaculars.