Thanks to a partnership between the Max Planck institute and MITs Media Lab, a whole new, revolutionary, zero-power display technology has been unveiled. The technology allows a picture of a still object to react to a light source just as it would in the real world. Check it out:

Now, try to imaine the possibilities of this technology when applied to giant bill boards and other forms of advertisement. As the sun moves across the sky, the object of an ad could slowly change to reflect the time of the day. The researchers involved in the project are currently looking at ways to improve the technology’s 3D effect so that if you move around a picture of a face, its eyes would stare at you–no matter where you are.

[Via Gizmodo]