These Posters for a Vampire TV Show Erupt In Flames When the Sun Rises

Anyone familiar with vampire folklore knows that the night-dwelling immortals are vulnerable to sunshine. To promote its vampire-themed series The Passage, Fox found a dead-on way to turn paper images of the bloodsuckers into ash.

Working with agency BETC/Havas, the network created posters that go up in flames when exposed to sunlight–just like the vampires in the photos. (Unfortunately, the show itself has already burst into flames too, having already been canceled after the first season aired in the United States.)

The posters, distributed on the Brazilian streets of São Paulo, were created with a coat of flammable paint made with potassium permanganate and sulfuric acid.