Tomokazu Matsuyama's Digital Portraits Illuminate Times Square in Midnight Moment Project

Japanese contemporary artist Tomokazu Matsuyama, known professionally as Matsu, has created a series of digital personas for the Times Square Arts Midnight Moment initiative. The project, which began in 2012, transforms the advertising displays in New York's Times Square into a public art platform each night from 11:57 p.m. to midnight. Matsuyama's contribution will be displayed throughout April, starting March 31, across billboards between 41st and 49th Streets. The artist developed animated digital avatars inspired by cultural figures including musician Alicia Keys, producer Swizz Beatz, comedian Naomi Watanabe, and model Alex Consani. Matsuyama spent months conceptualizing the 180-second presentation, aiming to create meaningful content that reflects contemporary American identity through influential voices. Alex Consani, a Brooklyn-based model who previously studied art at Pace University, visited Matsuyama's Greenpoint studio to preview her digital representation, noting the importance of understanding artistic intention behind creative works. The artist prepared extensively for the project, gathering reference materials including Vogue Runway printouts and Models.com images. Matsuyama's visual approach incorporates elements from Japanese woodblock prints and fashion aesthetics, informed by his past collaboration with designer Issey Miyake. The animated figures will appear virtually moving along the Times Square corridor, reimagining traditional fashion presentation through digital art in a prominent urban setting.