Anyone who has ever awkwardly laughed out loud, or shed a tear, in public while listening to a podcast or audiobook has experienced how the medium can augment reality. Listeners are present in the world while simultaneously being in another one altogether. Audible is bringing that experience to life with what it’s calling the world’s largest augmented reality (AR) activation to date.

According to the brand, this is the first time WinDOOH, or “mass participation AR,” has been used on a global scale, running on screens for four weeks across Canada and the U.S., including in New York’s Time Square, and for two weeks across the U.K.

In cityscapes around the world, Audible is using WinDOOH technology from GroupM to reify how putting on headphones can kickstart the imagination, no matter what else one happens to be doing. The result is like looking through a giant window where everything is the same, but amplified.

Using all-weather cameras at each location, the brand uses live images of the view behind each screen, which then projects varying fanstastical worlds, inspired by popular Audible Original and exclusive titles.

According to Andrew Phipps Newman, CEO at DOOH.com, (the production studio on the project) the billboards do not require viewers to use mobile devices to view the interactive elements. “Instead, cameras integrated into the screens blend high-end visual effects, graphics, and animations with real-world video feeds. This innovation allows anyone viewing the screen to experience the AR elements with the naked eye.”

A version of this story originally appeared on Media in Canada.