Test

test.ino

#define DATA 12
#define CLOCK 11

int rows[] = {10, 9, 8, 7, 6, 5, 4}; // Row drive pins

void setup() {
  pinMode(DATA, OUTPUT);
  pinMode(CLOCK, OUTPUT);

  for (int i = 0; i < 7; ++i) {
    pinMode(rows[i], OUTPUT);
  }
}

void shift(int data) {
  digitalWrite(DATA, data);
  delayMicroseconds(1); // Works fine without delays but I added them to make sure I'm operating within datasheet limits
  digitalWrite(CLOCK, HIGH); // Pulse clock
  delayMicroseconds(1);
  digitalWrite(CLOCK, LOW);
  delayMicroseconds(1);
}

void loop() {
  delay(1); // Make sure all transistors have time to switch before shift (1ms)
  
  shift(HIGH); // Shift a high
    
  for (int j = 0; j < 30; ++j) { // Display is 30 wide, push the 1 off the end of the last shift register
    shift(LOW);
  }

  delay(1); // Make sure all transistors have time to switch after shift (1ms)

  // Bright LEDs at bottom if looping forwards, bright at top if looping backwards
  if (true) { // True for looping forwards, false for backwards
    for (int i = 0; i < 7; ++i) { // Pulse rows
      digitalWrite(rows[i], LOW); // Inverted, low drives the row high
      //Delay would go here
      digitalWrite(rows[i], HIGH); // Disable the row
    }
  } else {
    for (int i = 6; i >= 0; --i) { // Pulse rows
      digitalWrite(rows[i], LOW); // Inverted, low drives the row high
      // Delay would go here
      digitalWrite(rows[i], HIGH); // Disable the row
    }
  }
}