Digital Selfies with Russian Reality TV Star


Augmented Reality (AR) is all the rage these days, and this Installation of the Week is further proof that the technological trend has gone international. In an effort to provide a viral buzz for Holostyak, Russia’s equivalent of The Bachelor, Russian broadcaster TNT and Russ Outdoor recently collaborated on a Digital Out-of-Home (DOOH) bus shelter display in Moscow. One side of the display advertises for the show with traditional static signage while the other surprises pedestrians with virtual flower petals that seemingly begin to tumble from the sky. The bachelor/actor eventually appears on the transparent side of the display out of a swirl of rose petals, thereby providing the opportunity for as many digital selfies as the hearts of Holostyak fans desire.  

How is this possible? Well, the camera that’s installed on the back end of the structure live streams to the screen with real-time, pre-prepared content that is superimposed on the transparent side. This happens in a cycle along with the regular promotional video, so the experience seems somewhat random. Voted as the best DOOH campaign of March 2018 by JCDecaux, this bus shelter billboard proves it’s still possible to catch smartphone-addicted commuters off guard.

Check out the video below to see for yourself:

Image via Russ Outdoor video

About Author

Jason is a multimedia journalist, filmmaker and editor of Since graduating from the University of South Florida with a journalism degree, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, and His 2009 documentary American Colonies: Collapse of the Bee explored the phenomenon of Colony Collapse Disorder in honeybees and the various environmental/economic repercussions. The film became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival. In 2015, he became editor of Digital Signage Expo’s partner site and has since worked his way up to Digital Content Manager for the Atlanta-based parent company, Exponation.

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