Paramount Pictures has teamed up with media technology company Oath and media agency MEC to create an interactive outdoor installation to promote the 15 September arrival of its psychological thriller film Mother! at Kings Cross rail station.

Oath and MEC worked together to co-produce content that could be seeded out globally, while Paramount teamed up with graffiti artist INSA – who creates GIF graffiti (GIF-iti) animations – to use AR technology to create the experience.

The interactive movie poster, which is at the rail station until 7pm today (6 September) and features the film’s lead actor Jennifer Lawrence, has been designed by James Jean and produced by Create. It features Lawrence in a white dress in a garden surrounded by fairytale-like flowers, holding her own heart.

To bring the image to life, people have to use INSA’s app – either by downloading it to their phones or by using one the iPads available at the installation. To encourage social sharing, the hashtag #mothermovie has been printed around the activation.

For those that can’t make it to Kings Cross, the animation and a highlights video of the activation are being hosted on a specially-created Tumblr page. In addition, behind-the-scenes footage and live activation content will be shared on Oath, Paramount and INSA’s social channels, as well as being promoted across Yahoo’s editorial channels and social pages in the UK, Australia, Germany, France and Spain.

“By teaming with INSA we’ve been able to create beautiful content that will engage consumers with the film,” said Nigel Clarkson, UK managing director at Oath. “Moreover, by utilising our own content brands and distribution channels, we are connecting with those passing through Kings Cross today and movie fans across the globe.”