To celebrate Michelle Yeoh’s announcement of the Star Trek film, Section 31, we built a breathtaking anamorphic 3D illusion for "Big Bertha" - the iconic corner spectacular billboard in Times Square.

Utilizing custom special-shoot footage, our team designed and built the deep-perspective background elements, engineered the foreground doors that open to reveal the messaging, and animated the side CTA and title treatments.

The core strategic challenge was maximizing the forced-perspective layout of the curved display so that the 3D effect felt immersive from multiple viewing angles on the street below. Serving as the project coordinator, I aligned our design team with the display's exact technical specs. I managed the day-to-day asset tracking, rigorous quality control, and rendering pipelines necessary to successfully translate flat designs into a high-impact, 3D spatial experience.