Boston Bus Shelter Brings Shadow World Creatures to Life in SHADOWHUNTERS Promotion

ABC Family has taken their marketing campaign for the new original series "Shadowhunters" to an all-new level by transforming a bus shelter in Boston into an augmented reality experience. Having never been done before in the United States, it has changed the way we see the city streets. From December 7 to January 18, the innovative DOOH campaign reveals the Shadow World and its dangerous creatures in promotion of the January 12 premiere date of "Shadowhunters." ABC Family is becoming Freeform on January 12, 2016.

The interactive spectacle takes place at a bus shelter located on the intersection between Boylston Street and Clarendon Street in Boston. The digital screen shows a live camera feed of the street ahead, giving the illusion of a see-through display. However, as people wait and watch, a portal emerges over the street ahead giving participants a chance to see what a Shadowhunter sees. A number of incredible scenarios unfold as passers-by catch glimpses of the Shadow World, a place of demons, werewolves and vampires that mortal humans (known as "mundanes") can't normally see.

Based on the bestselling young adult fantasy book series "The Mortal Instruments" by Cassandra Clare, "Shadowhunters" follows Clary Fray, who finds out on her birthday that she is not who she thinks she is but rather comes from a long line of SHADOWHUNTERS - human-angel hybrids who hunt down demons. Now thrown into the world of demon hunting after her mother is kidnapped, Clary must rely on the mysterious Jace and his fellow SHADOWHUNTERS Isabelle and Alec to navigate this new dark world. With her best friend, Simon, in tow, Clary must now live among faeries, warlocks, vampires and werewolves to find answers that could help her find her mother.

Nothing is as it seems, including her close family friend Luke, who knows more than he is letting on, as well as the enigmatic warlock Magnus Bane, who could hold the key to unlocking Clary's past.
"Shadowhunters" is produced by Constantin Film and executive-produced by Ed Decter and McG. McG will also direct the first episode. The series stars Katherine McNamara as Clary Fray, Dominic Sherwood as Jace Wayland, Alberto Rosende as Simon, Emeraude Toubia as Isabelle Lightwood, Matthew Daddario as Alec Lightwood, Isaiah Mustafa as Luke Garroway, and Harry Shum Jr. as Magnus Bane. "Shadowhunters" will premiere on TUESDAY, JANUARY 12 (9:00 - 10:00 p.m. EST).

Part of the Disney|ABC Television Group, ABC Family (to be renamed Freeform) is distributed in 94 million homes. The network entertains and connects to audiences with bold, relatable programming that celebrates the epic adventure of becoming an adult, from first kiss to first kid. The programming is a combination of network-defining original series and original movies, quality acquired series and blockbuster theatricals. "WATCH ABC Family" (also to be renamed Freeform) is an authenticated service which allows viewers with participating TV subscription services access to 24/7 live viewing of the network, as well as continued on-demand access to such popular series at home and on-the-go via a wide array of devices. The network is also the destination for annual holiday events with "13 Nights of Halloween" and "25 Days of Christmas."

Image courtesy of ABC Family