Call of Duty turned two of the world’s busiest streets into immersive portals to its latest game. On Sunset Boulevard in Los Angeles and Shoreditch High Street in London, the brand built an entire Korean alleyway inspired by the opening level of Modern Warfare 4, complete with authentic shopfronts, neon signs, graffiti and painstakingly recreated street details. Instead of putting the game on a billboard, Call of Duty built a piece of the game into the billboard itself — giving fans the chance to step inside its world. A spectacular example of turning outdoor advertising into an experience people want to explore, photograph and share.
