For neon billboards I created translucent material with emissive and panner parameter to animate emissive map, everything was build with fill lights to simulate realistic lighting and create specific atmosphere.

Lighting

Building the lights in scene was most difficult and most important part because I decided to make dynamic lighting, so there is many fill lights to simulate GI. For detail shadowing, I used Distance Field Ambient Occlusion and Ray Traced Distance Field Soft Shadows in some places.