To promote the launch of “Good Omens,” Amazon Prime Video transformed Times Square into a playground for the apocalypse.

The Experience

We used a “hero” digital billboard to turn New York City into an Augmented Reality (AR) disaster zone. Pedestrians saw themselves immersed in the show’s chaotic world—dodging raining fish, watching a Kraken weave through skyscrapers, and witnessing a yellow taxi flip in real-time.

Fans were encouraged to capture these AR moments and share them across social media. The takeover was amplified by dynamic “Doomsday” countdown clocks on surrounding billboards and custom Instagram Story overlays.

The Impact

The campaign kicked off with a personal appearance by author Neil Gaiman, who shared the activation with his 2.6 million followers. This high-impact immersion didn’t just grab attention—it earned industry prestige, taking home both a Gold ABBI and a Bronze CLIO Award.