Night Vision

MetroMedia Technologies takes billboard from day to night.

Big Picture

During the day, this Chrysler Jeep Wrangler MW3-edition graphic inspired by the popular videogame “Call of Duty: MW3,” appears to be just another Jeep billboard. At night, however, the graphic transforms into a war-zone scene using Light Tape electroluminescent (EL) panels by Electro-LuminX Lighting that selectively illuminate aspects of the design not visible in daylight hours. MetroMedia Technolgies created three glow-in-the-dark billboards in Chicago, New York, and Los Angeles. Output using MMT’s proprietary drum, day/night-printing technology onto 16-ounce backlit billboard vinyl, the graphics are given a “night-vision green” effect when the EL panels installed beneath the graphic illuminate the back side of the vinyl. “The most challenging part of the job was managing the expectations of the client. With the technologies that were being employed, there really wasn’t an exact sample that we could point to and say, “It’s going to look exactly like this.” That made it tough,” says Abhi Vyas, MMT’s marketing director.


View more from this Big Picture issue