Midnight Moment: A Digital Gallery
Midnight Moment: A Digital Gallery is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content at the same time every day. This new program is presented by the Times Square Advertising Coalition (TSAC), Times Square Arts, the public art program for the Times Square Alliance. The initiative is a collaboration of the Coalition and the Alliance, with additional partners of participating signholders and artists.
Each month, the program will present a new selection to be screened every day in a countdown to Midnight. Creativity always has been at the forefront of the Times Square signs and their presence is now so integral to the identity of this iconic public space, that they are required within zoning regulations. This level of signholder's commitment to synchronize their daily programs to feature the artist work throughout the year is unparalleled. Every night in Times Square will feature a spectacular viewing.
This March, Zach Nader’s optional features shown is comprised of short segments of car commercials in which the text and representations of cars and people have been digitally removed. Nader deliberately misuses a software tool meant to aid in the removal of minor imperfections, and the resulting visuals reflect upon the scripted nature of image creation and editing. The all context/no content of the video points to the reliable nature of product choice and advertisement.
Photograph courtesy of the artist and Microscope Gallery.