When the Brooklyn tech agency called Breakfast signed on to help TNT advertise another detective show, called Perception, they built the billboard of the interactive future. Made out 44,000 black and white electromagnetic discs, the billboard displays letters until someone or something walks into its view. Creative director of Breakfast Andrew Zolty says he wanted “to make something that was going to sell the idea of perception itself.” We can’t be sure whether finding anagrams on giant billboard will remind you to tune in, but people do indeed enjoy playing with the massive word game.