Harry Potter and the Cursed Child took over New York City's Times Square for a magical ad installation that captivated and shocked onlookers.
The dazzling campaign took over every screen in Times Square, offering an immersive and visually stimulating experience that stunned the crowds below. Hundreds of fans waited below the screens, which featured the Harry Potter colors and typeface. After they counted down from 10, the screens were engulfed in darkness, as spooky and mystical visuals took over the screens. The logo for the new book, penned by J.K Rowling, flashed across the now-dark Times Square "‘Sometimes, darkness comes from unexpected places," perfectly encapsulating the book's campaign, while drumming up excitement for the release.