ITK WORKS

NISSIN CUPNOODLES

3D Anamorphic Billboard Campaign – Silvercast, Time Square, NYC


To celebrate the launch of Cup Noodles’ new microwavable paper cup, we partnered with High Wide & Handsome, GP Generate, and Nissin to bring the redesign to life on a massive 3D billboard in Times Square.

In a space overflowing with color, motion, and noise, the challenge was clear: make Cup Noodles stand out as the undeniable star. Through bold design, playful scale, and a clear focus on the product’s evolution, we turned a simple cup into a showstopper at the heart of NYC.

Time Square, NYC

Cupnoodles final

BEHIND THE SCENE

The 3D microwave becomes a stage for our unlikely hero—Cup Person, a bold, over-the-top character inspired by High Wide and Handsome’s TV spot. As the regular Cup Noodles transforms, Cup Person bursts onto the scene with dynamic poses and nightclub-worthy dance moves, announcing the new paper cup design in true Times Square fashion: loud, proud, and impossible to ignore.

MY ROLE

3DCG / Modeling / Character Design / Look Development / Secondary Animation / Anamorphic Rigging