• PrintMag

Billboard as Augmented Reality

It was early in the morning, my come-hither brown eyes not yet accustomed to the dawn light, when I saw torrents of water pouring from building windows just north of 23rd Street in New York (top). Was it a catastrophic water main break? The end of the world as we know it? Or a Ray Harryhausen spectacular? As I got closer, and more of the building came into view, I realized it was none of the above. Rather, it was a conceptually brilliant billboard (painted by hand not a digitally printed scrim) advertising the sci-fi film “Inception,” which opens July 16. If the movie is as good as this billboard, it will be worth the ticket price. If not, then at least, as they say, we had Paris, I mean 23rd Street.

View Daily Heller on Imprint here.