To generate anticipation for the latest season of True Detective, HBO sought a unique and attention-grabbing approach to unveil the release date.  With the show taking place in Ennis Alaska, the idea of freezing "evidence" and discreet messaging in billboards made of real ice was proposed.  Spanning across LA and NYC, our frozen billboards served as immersive teasers for the upcoming season. 

 

Lined with caution tape, these crime scenes began to generate buzz and draw in passersby who enjoyed scanning the QR code to unlock an exclusive AR filter to take selfies in front of this frozen work of art.