Streaming giant Now has used light sensitive paint to create darkness in a new OOH billboard to mark the latest series of “True Detective: Night Country”.
Taking centre stage on London’s Old Street, the billboard evokes a transition from day to night, and has been created in collaboration with Stink Studios, Rapport’s IMPACT team and Global Street Art.
The photochromic paint works so that as the sun sets the eight men on the billboard disappear, leaving only the empty landscape, footprints, and torch lights behind them.
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The billboard coincides with the release of the new series on the streaming service, which is set as the long winter night falls in Ennis, Alaska.
The show sees two detectives, played by Academy-award nominated Jodie Foster and Emmy-nominated Kali Reis, confront the darkness in search of facts that lie beneath the ice.
It will be supported by further OOH amplifications on lenticulars on the London Underground and on digital billboards across rail and road in the region.
“What better way to mark the return of True Detective than by bringing the show’s storyline to life through an immersive build. The billboard leaves the audience in no doubt that the new season will be full of mystery and suspense,” said Now director of brand and marketing Jamie Schwartz.
