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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

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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.

Similarly, the new show based on the novels is being broadcast differently on either side of the Atlantic. In America, it’s on HBO, where it premiered this week to relatively strong ratings, marking the premium network’s biggest debut since Chernobyl.

But