For a brief moment this past weekend, the two-tower Circa development flipped on its 18,000-square-foot LED screens to display a Nike commercial featuring tennis star Serena Williams.

The three digital screens, which cost more than $10 million, wrap the Circa podium along Figueroa and 12th Streets, obscuring an eight-story parking structure for use by L.A. Live and Staples Center patrons. See them in action below in a video by architectural photographer Hunter Kerhart.

Circa, which is being developed in a joint venture led by Hankey Investment Company and Jamison Services, features twin 35-story buildings that will contain 648 apartments above 48,000 square feet of street-level retail and restaurant space. Architecture firm Harley Ellis Devereaux designed the exterior of the towers, while HansonLA designed its interior spaces.

A project representative describes the LED screens as similar in dimension to those which are common at New York's Times Square. Digital displays of this size have yet to be seen in Los Angeles, although more are planned in the near-term future.

Similar LED screens such will eventually span at least four blocks of Figueroa stretching from Pico to Olympic Boulevard, as neighboring projects such as Fig + Pico, Oceanwide Plaza, and L.A. City Center are all planning for prominent digital signage.

Additional static signage will wrap Circa's podium along the Flower Street side of the property.