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.Image courtesy of ABC Family
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