BRAND ACTIVATION
Zeus+in Times Square
Producing a first-of-its-kind Times Square takeover.
The challenge
DEVELOP A LIVE EVENT SET IN THE BUSIEST PLACE IN THE U.S.
ZEUS+, a social platform built around movement and dance, set out to create a first-of-its-kind brand activation in Times Square. The campaign included a synchronized takeover of every digital screen in Times Square—more than 60 displays—paired with a surprise live performance designed to transform one of the world's busiest public spaces into an immersive experience.
Executing a concert-level production in the middle of Times Square during the holiday season presented unique logistical challenges. Strict permitting requirements prohibited many of the tools typically used for live productions, including tripods, speaker stands, cabling, trucks, and barricades. Every technical solution needed to be portable, battery-powered, and carefully coordinated while operating in one of the most heavily trafficked public spaces in the country.
Reel
Our approach
Engineering a large-scale production without traditional infrastructure.
Working within the project's unique constraints, Elevation Media NYC developed a fully mobile production plan capable of delivering synchronized audio and video across Times Square.
Our team sourced equipment within 48 hours, assembled a crew of more than 30 production professionals, and deployed nine camera operators throughout Duffy Square in Times Square, alongside a Steadicam operator to capture the activation from every angle. Because fixed speaker systems weren't permitted, we developed an alternative audio solution using a distributed network of battery-powered speakers carried throughout the event by dedicated operators, creating synchronized sound without permanent infrastructure.
Throughout pre-production and on event day, our team worked closely with city agencies, venue partners, and production stakeholders to navigate complex permitting requirements and adapt to evolving event needs. When additional performers—including an unplanned musical appearance by Biji Jackson—were added shortly before the activation, we quickly expanded the audio system to support the revised program without disrupting the production schedule.
The activation unfolded seamlessly, transforming Times Square into an immersive live experience as synchronized visuals, music, and more than 50 dancers engaged thousands of visitors. Our production team captured every moment while simultaneously delivering a coordinated live event experience under some of New York City's most demanding production conditions.
Within 24 hours, Elevation Media delivered edited social content, interviews, and a highlight reel that extended the campaign beyond the event itself. Those assets became part of the client's ongoing business development efforts, helping support conversations around a future content series with major entertainment partners.
The outcome
An unforgettable public activation—and content that kept the campaign moving.
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