ONCE UPON A TIME
PROJECT TYPE
Experiental Marketing Campaign
Designed an interactive outdoor advertising campaign, conceptualized and executed by Inwindow Outdoor for ABC’s hit television series Once Upon A Time, transformed high-traffic public spaces in New York and Los Angeles into immersive storytelling experiences. Designed to captivate passersby and draw them into the magical world of the show, the installation used augmented reality technology to seamlessly place participants iconic scenes inspired by the series.
As people approached the installation, they were invited to step into a live digital environment where they could see themselves integrated into fantastical backdrops—mirroring the show’s signature blend of fairy tale and modern-day settings. Whether standing in an enchanted forest or alongside recognizable elements from the series, users could interact with the scene in real time and capture personalized photos of their experience.
The campaign not only created a strong visual spectacle in busy urban locations but also encouraged social sharing, allowing fans and newcomers alike to engage with the show in a memorable, participatory way. By merging physical and digital interaction, the activation successfully blurred the line between viewer and character, turning everyday commuters into part of the narrative. Its innovative approach to experiential storytelling amplified the show's presence in public spaces, generating buzz and fostering deeper audience engagement.
The installation in action, along with real user interactions and reactions, can be viewed at the link below. The video captures how passersby engaged with the experience in real time—stepping into the augmented reality environment, exploring the magical scenes, and reacting with excitement as they saw themselves become part of the Once Upon A Time universe.