Giant model steps over Times Square crowd, snaps Polaroid, shows close-up, leaves. Repeat. Nice little augmented reality billboard cycle you've got there, Forever 21. Oh! Except for when she picks someone up and waves them around. That part's different.
The billboard, designed by Space150, certainly seems to owe a major debt Chris O'Shea's Hand From Above, which appeared last fall in Liverpool, England. And there is, in fact, some controversy over proper credit being due, etc.