MSP430F6776A: LCD segment display issues.

Tool/software:

Hello,
I'm new with embedded systems and am trying to get a LCD board lit up with an MSP chip as master and LCD as a slave.
I've used the Command register (on page 6 in the doc) to turn on and off all LCD segments but cannot light up specific ones.
Page 9 of the doc shows an example of setting this up and I have data on my protocol analyzer with the transaction going through.
My transaction data is ICSET -> ADSET -> what bits in the first 2 segments I want to display. Which matches the example, but doesn't work.

What am I missing?
Thanks.

LCD board documentation

Code

#include <msp430.h>
#include <stdio.h>

unsigned char TXData;
unsigned char TXByteCtr;

unsigned long TXDataBuffer[]={0x58,0x00,0xE8}; //These are sent in reverse order
//0x58,0x00,0xC8,0xE8

int bulkTX = 0;
unsigned long TXDataBufferSingle;

void main(void)
{
    WDTCTL = WDTPW | WDTHOLD;                         // Stop WDT

    // Setup P2.5 UCB0SCL, P2.6 UCB0SDA
    P4SEL0 |= BIT4 | BIT5;                             // Set P4.4,P4.5 to UCB1SCL, UCB1SDA

    //Setup LCD_PWR_EN
    P5DIR |= BIT0;
    P5OUT |= BIT0; //Turn on LCD power

    __delay_cycles(6000); //Delay for LCD power to startup, review timing

    // Setup eUSCI_B0
    UCB1CTLW0 |= UCSWRST;                             // Enable SW reset
    UCB1CTLW0 |= UCMST | UCMODE_3 | UCSSEL_2;         // I2C Master, use SMCLK

    UCB1BRW_L = 12;                                   // fSCL = SMCLK/10 = ~95104.5kHz, /11 = 95kHz, /12= 87kHz
    UCB1BRW_H = 0;
    UCB1I2CSA = 0x3E;                                 // Slave Address is 03Eh
    UCB1CTLW0 &= ~UCSWRST;                            // Clear SW reset, resume operation
    UCB1IE |= (UCTXIE0 | UCNACKIE);                   // Enable TX interrupt and NACK interrupt
    TXData = 0x7A;                                    // Holds TX data, sending 0x7A for all pixels ON command to LCD

    bulkTX = 0;
    TXByteCtr = 1;
    TXDataBufferSingle = 0x79;
    while (UCB1CTLW0 & UCTXSTP) ;                 // Ensure stop condition got sent
    UCB1CTLW0 |= UCTR | UCTXSTT;                  // I2C TX, start condition
    __bis_SR_register(LPM0_bits | GIE);           // Enter LPM0 w/ interrupts
    __no_operation();                             // Remain in LPM0 until all data


    while (1)
    {
        bulkTX = 1;
        TXByteCtr = 3;                                // Load TX byte counter

        while (UCB1CTLW0 & UCTXSTP) ;                 // Ensure stop condition got sent
        UCB1CTLW0 |= UCTR | UCTXSTT;                  // I2C TX, start condition
        UCB1TXBUF = TXDataBuffer[2]; // first byte (0xE8)
        __bis_SR_register(LPM0_bits | GIE);           // Enter LPM0 w/ interrupts
        __no_operation();                             // Remain in LPM0 until all data
                                                      // is TX'd

        //TXData++;                                     // Increment data byte
    }
}

//------------------------------------------------------------------------------
// The USCIAB0_ISR is structured such that it can be used to transmit any
// number of bytes by pre-loading TXByteCtr with the byte count.
//------------------------------------------------------------------------------
// USCI_B0 interrupt service routine
#if defined(__TI_COMPILER_VERSION__) || defined(__IAR_SYSTEMS_ICC__)
#pragma vector = USCI_B1_VECTOR
__interrupt void USCI_B1_ISR(void)
#elif defined(__GNUC__)
void __attribute__ ((interrupt(USCI_B1_VECTOR))) USCI_B1_ISR (void)
#else
#error Compiler not supported!
#endif
{
    switch (__even_in_range(UCB1IV, 30))
    {
        case USCI_NONE: break;                        // No interrupts
        case USCI_I2C_UCALIFG: break;                 // ALIFG
        case USCI_I2C_UCNACKIFG:
            UCB1CTL1 |= UCTXSTP;                      // Generate I2C stop condition because communication failed
            break;               // NACKIFG
        case USCI_I2C_UCSTTIFG: break;                // STTIFG
        case USCI_I2C_UCSTPIFG: break;                // STPIFG
        case USCI_I2C_UCRXIFG3: break;                // RXIFG3
        case USCI_I2C_UCTXIFG3: break;                // TXIFG3
        case USCI_I2C_UCRXIFG2: break;                // RXIFG2
        case USCI_I2C_UCTXIFG2: break;                // TXIFG2
        case USCI_I2C_UCRXIFG1: break;                // RXIFG1
        case USCI_I2C_UCTXIFG1: break;                // TXIFG1
        case USCI_I2C_UCRXIFG0: break;                // RXIFG0
        case USCI_I2C_UCTXIFG0:                       // TXIFG0
            if(TXByteCtr && bulkTX == 1){
                UCB1TXBUF = TXDataBuffer[(TXByteCtr-1)];
                TXByteCtr--;
            }
            else if(TXByteCtr && bulkTX == 0){
                UCB1TXBUF = TXDataBufferSingle;
                TXByteCtr--;
            }
            else{
                UCB1IFG &= ~UCTXIFG;                  // Clear USCI_B0 TX int flag                UCB1CTL1 |= UCTXSTP;                  // I2C stop condition
                UCB1CTL1 |= UCTXSTP;                      // Generate I2C stop condition because communication failed
                __delay_cycles(600000); //Delay between sending I2C messages
                __bic_SR_register_on_exit(LPM0_bits); // Exit LPM0
            }

            /*
            //Code below worked well, added above to send multiple bytes
            if (TXByteCtr)                            // Check TX byte counter
            {
                UCB1TXBUF = TXData;                   // Load TX buffer
                TXByteCtr--;                          // Decrement TX byte counter
            }
            else
            {
                UCB1IFG &= ~UCTXIFG;                  // Clear USCI_B0 TX int flag                UCB1CTL1 |= UCTXSTP;                  // I2C stop condition
                UCB1CTL1 |= UCTXSTP;                      // Generate I2C stop condition because communication failed
                __delay_cycles(600000); //Delay between sending I2C messages
                __bic_SR_register_on_exit(LPM0_bits); // Exit LPM0
            }
            */
            break;
        case USCI_I2C_UCBCNTIFG: break;               // CNTIFG
        case USCI_I2C_UCCLTOIFG: break;               // LTOIFG
        case USCI_I2C_UCBIT9IFG: break;               // BIT9IFG
        default: break;
    }
}