On the brink of becoming the new network Freeform, ABC Family has unveiled an innovative new marketing campaign for their upcoming original series Shadowhunters, which will be premiering on January 12. The show, produced by Constantin Film and executive-produced by Ed Decter and McG and based on the bestselling book series The Mortal Instruments by Cassandra Clare, follows the adventures of Clary Fray, who finds out on her birthday that she comes from a long line of Shadowhunters–human-angel hybrids who are charged with hunting down demons and dark creatures. Thrown into the world of demon-hunting after her mother is kidnapped, Clary, along with her friend Simon, must rely on the mysterious Jace and his fellow Shadowhunters Isabelle and Alec to navigate this new dark world.
In order to promote the show, they have transformed a bus shelter in Boston into an augmented reality experience. From December 7 to January 18, this ingenious new advertisement reveals the Shadow World and its dangerous creatures, using a digital screen to show a live camera feed of the street ahead, which gives the illusion of a see-through display. However, as people wait and watch, a portal emerges over the street ahead, allowing participants a chance to see what a Shadowhunter sees. A number of incredible scenarios unfold as passers-by catch glimpses of the Shadow World, a place of demons, werewolves, faeries and vampires that mortal humans, known as “mundanes,” can’t normally see. This interactive spectacle takes place at a bus shelter located on the intersection between Boylston Street and Clarendon Street in Boston.
For any and all Shadowhunters fans, it’s a promotion that shouldn’t be missed! If you’re in the area, be sure to check it out–and also tune in to the premiere of Shadowhunters at 9:00 pm EST on January 12, when ABC Family will finally become Freeform!