Yesterday, Amazon Prime unleashed a mixed reality apocalypse on the streets of New York City to promote their hotly anticipated fantasy series Good Omens.

Based upon the novel of the same name from Terry Pratchett and Neil Gaiman, Good Omens stars Michael Sheen and David Tennant as an angel and demon who join forces in a bid to save the world.

From 2pm-6pm, the Times Square Digital Out-of-Home (DOOH) takeover features a mixed reality Clear Channel Outdoor billboard towering above the pedestrian plaza at 1560 Broadway. A live camera feed mirrors the crowds below, and just as the audience recognize themselves on the big screen, the doomsday scenarios unfurl around them, with Kraken tentacles, UFOs and giant fish raining down.

Additional large-format billboards around Times Square feature the countdown to doomsday and the start of the new series on May 31, 2019 on Amazon Prime Video.

The campaign was conceived by Amazon Studios and produced by digital OOH creative services shop Grand Visual and supports a broader multi-channel global drive.

Participants are thrilled with the campaign and moment of fame on the giant digital billboard and even more excited to share their moment on social media and by following @AmazonPrimeVideo on Instagram.

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