In a 5x5x5 led cube I build I really like the use of the 16 bit constant current output pins shift regesters. http://www.newark.com/allegro-microsystems/a6276ea-t/ic-led-driver-constant-current/dp/87K3398
The use of programmable constant current output pins solve a big design hurdle as led brightness becomes independent of the scanning rate you use. Just one resistor needed for each 18 bit device so current limiting becomes adjustable and minimizes component count.
Anyway one of these devices would handle the 10 row common connected leds (requiring only 3 arduino output pins), then you just need 10 arduino output pins to drive the common column led connections. Use the MsTimer2 library to setup up a scanning interrupt routine and it becomes a pretty straight forward project.