Tracey Emin’s “I Promise to Love You” series will light up the Times Square digital billboards every night in February; photo by Ka-man Tse

On Friday, February 1, I found myself at Times Square as the clock inched toward midnight, excitedly waiting for something big to happen: a #MidnightMoment. Was I one month and one day late in celebrating the New Year?

One friend took this picture of another friend taking a picture of me during Tracey Emin’s digital display. It’s hard work to get all of those photos done in three minutes to capture a #midnightmoment!

Nope! I was there for the debut of Tracey Emin’s first public-art project in the US. For the entire month of February, Emin’s “I Promise to Love You” series will light up the Times Square digital billboards from 11:57pm-midnight. These neon hearts are Emin’s love notes to the world, and the experience of watching each quote come to life strikes the perfect balance between fun and moving. It definitely makes you feel all warm on the inside, which is very important because you may be feeling cold on the outside.

The reason why I was there to experience a #MidnightMoment and not a “Midnight Moment” is because of the social media component, which is also the part of this project that I’m involved. The exhibition’s curator, [s]edition, the leading platform used by the world’s most recognized artists to distribute art digitally to connected devices and screens, is asking people to photograph themselves in front of Emin’s work showing their own display of love. If you upload those photos to Instagram or Twitter with the  hashtag #MidnightMoment, you’ll receive one of the exclusive editions in Emin’s series. The photos are then being voted on the s[edition] blog and the top 5-10 photos will go on to be voted on the [s]edition Facebook page. One lucky winner will receive the entire “I Promise to Love You’ series.

If you can’t get to Times Square at midnight, you can still enter the contest. Just take a photo displaying affection during any time in the month of February in Times Square, and upload it to Instagram or Twitter with the #MidnightMoment hashtag. But I highly recommend that you go at 11:57 to see one of Britain’s most celebrated contemporary artists send New York City the world’s greatest Valentines.