Midnight Moment: “Eye Test” – 2×4 courtesy of AIGA/NY.

Recently global design consultancy 2×4 was asked by AIGA/NY to submit a video for October’s Midnight Moment, the largest coordinated effort to display synchronized content on billboards and newspaper kiosks every night in Times Square. This sounds better than getting hit with a deluge of ads, right? 

The team created a “visionary workout tape” called the Eye Test, an animated video inspired by the optical illusions used during eye exams for color blindness and eye strength. 

As 2×4 notes, the six muscles that control the eye are the most active and precise in the body. Like any muscle, these can be strengthened and improved. Don’t settle for 20×10 vision. Check out the animation above and some eye exam stills that inspired the video below. Your big blues will thank you as they flex. 

@zachsokol