For His Dark Materials, BBC Creative Made a Lifelike Billboard That Breathes Steam

A subtle way to make outdoor more compelling

A billboard ad for His Dark Materials shows protagonist Lyra and an armored polar bear who appears to breathe
The 3D billboard for His Dark Materials emits steam to simulate the polar bear's breath. BBC Creative

When it comes to Philip Pullman’s His Dark Materials series, things have always been a bit different in the U.S. and the U.K. Here in the States, we know the first book as The Golden Compass, while in his native Britain it was published as Northern Lights.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."