With a little beta augmented reality app magic, Public Ad Campaign and The Heavy Projects have turned billboards and phone booth ads of Times Square into art. This movie billboard digitally updated with a Ron English reminds of the days when cowboys peddled Malboro instead of fighting aliens.

John Fekner, PosterBoy, Doctor D and Ox’s work was also used in this digital ad hacking, tested over the weekend. Here it is in action. (Photo and video: Will Sherman)