At a heavily-visited subway station in Seoul, Nikon mounted an enormous interactive, light-box billboard with life-size images of anxious paparazzi. Completely jammed together as if the subway station was a premiere, the paparazzi look like they are fighting for the best celebrity pic.
All of the passersby became instant celebrities when the motion of them walking by the billboard automatically triggered a surge of flashing camera lights. The newly-crowned, on-the-spot-superstars then continue down the red carpet that leads out of the station and into a mall – directly into the store where they can buy the camera that they are still thinking about only mere seconds after walking past the billboard.
