To publicly showcase Google’s Lens Content Experience for the first time, we created three totally tubular ads for the release of Netflix’s Stranger Things 3. Placed throughout The New York Times, the adverts resemble 80s-style print ads — but with an interactive twist. Using the Lens feature of the Google app, people can scan the ads to see them come to life in AR, culminating in a trailer that plays within the frame. Clicking through each ad takes people to a microsite we developed, leading to an Easter Egg that can be unlocked by scanning all three ads.