Curious comic-con goers were encouraged to point their phones at the Sandman artwork on the wall and watch the audiobook’s main character, voiced by James McAvoy, leap from the artwork to loom 20 feet over the activation.

Inside the experience, another filter brought visitors into Sandman’s world, with four different AR effects that added a fantastical, digital layer to the physical backdrops - each triggered by corresponding graphics on-site.