The Harmon Corner digital billboard, once the world's largest LED screen, dominates the Las Vegas Strip with a size exceeding that of a football field, capturing millions of daily views. Our challenge was to create an attention-grabbing campaign for Taco Bell's new Watermelon Freeze. As the Art Director and Designer, I developed a visually-driven animation with minimal messaging, allowing the vibrant visuals to tell the product's story and light up the Strip.