The cover of Hillsong Worship's release No Other Name was photographed in Times Square, utilizing their massive advertising spaces to propagate a message very different from the norm.

Hillsong communications director Jay Argaet wrote a blog post on the unique process behind producing this incredible image. Argaet said of the idea's origin, "Times Square - one of the most iconic locations on earth - is a place where so many names scream for fame. The most powerful brands, biggest shows and famous celebrities, every name wants to be the greatest! Perhaps this would be the most powerful way to remind the world HIS name trumps them all."

The Australian creative team flew to New York City to make the vision a reality, only to have a technical glitch prevent the screens from displaying their image at the scheduled time. The mistake proved to be a blessing in disguise however, as the advertising agency they partnered with granted them more billboards and a longer display time at a more high traffic hour to compensate for the initial error.

The result was 21 spaces displaying "No Other Name" and "Jesus," effectively advertising the name of Jesus throughout that section of Times Square.

After witnessing the whole experience, Argaet says "I am inspired by how creativity, out of the box thinking and potent statements - propaganda for good! - can invite people to consider the truth that there is No Other Name than Jesus."

You can view some videos from the shoot below. The album No Other Name released on July 1, 2014, and is now available on iTunes.

 

ADVERTISEMENT