Next time you’re headed to Mexico, you may want to check out Palace Resorts. Jacuzzis in the room. Top notch golf courses. Pristine views. Of course, if you couldn’t be there this past July, maybe you were lucky enough to be in New York City to catch some highlights of what Palace has to offer. At the only scale appropriate for this kind of luxury.

Seeking to define what it means to “Live The Palace Life,” the company wanted to launch their new campaign on one of the world’s biggest stages: Times Square. So a combined team of ISM and Skeptic synchronized 12 billboards to deliver one powerful message.

After all, if you want to make a big splash in Times Square, you need to do a really, really big cannonball.