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Agency: JWT
Client: Now
Date: Jan 2024
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AS NIGHT FALLS, 8 PEOPLE DISAPPEAR.

To celebrate True Detective Night Country, where eight scientists disappear as the Alaskan sun sets, NOW created a chilling billboard using photochromic ink. This light sensitive paint disappears as the sun goes down so that the eight scientists on the poster vanish from sight.

Created by Stink Studios and Global Street Art, the site in east London seems like a regular poster by day, but as night falls, the subjects disappear, reflecting the unsettling plot of the show’s first episode.

The special build was supported with lenticular posters throughout the London Underground, as well as OOH, DOOH, digital takeovers and social.