I linked to the MIT think lab that designs this stuff a few weeks ago and here is just one of their awesome new media inventions. Hyposurface, a medium that physically moves. The surface behaves like a perfectly controlled liquid. Logos, waves, patters, even text emerge and fade within it's continually changing surface.
Here's a link to the site.
And check out the youtube vid here that shows the first hyposurface billboard in times square. It is nothing short of awesomely awesome.