Signs of the Times

May 3, 2012

A dozen of the huge LED advertising screens in New York's Times Square are coordinating for the first time to bring video art created by an academic at the University for the Creative Arts to millions of people. The project, organised by the Times Square Advertising Coalition, launched on 1 April with Big Bang 01 by Ori Gersht, professor of photography at UCA Rochester. He said: "Presenting my work to hundreds of thousands, if not millions, of viewers in this unique context is very special...Big Bang was an attempt to investigate the relationships between film, technology and optical perception at a pivotal moment in the history of art, where digital technology both threatens a crisis and promises a breakthrough."

Credit: Lovis Dengler

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