To celebrate True Detective: Night Country, where eight scientists disappear as the Alaskan sun sets, we 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 with 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.
We supported the special build with lenticular posters throughout the London Underground, as well as OOH, and digital 48 and 6 sheets across the UK.
Online, we created a responsive full-page takeover, a suite of social assets, plus trailers for TV and VOD.
We also created a custom adaptive logo for the show which sat across all motion assets.