ABC took a splashy approach when it came to promoting its stylish new high-concept drama, The Company You Keep, starring and executive produced by This Is Us' Milo Ventimiglia.

In New York, ABC worked with Los Angeles-based creative agency Roger to create an eye-catching outdoor campaign that ran both in Times Square and in NYC's subway stations. Both out-of-home digital executions feature Ventimiglia's con man and thief, Charlie, reaching into an adjacent faux jewelry ad to steal a diamond necklace off the model's neck. His love interest, Emma (Catherine Haena Kim) is seemingly none the wiser as he slips the necklace into his jacket pocket while romantically dipping her. But what Charlie doesn't know is that Emma has a secret of her own that the handcuffs under her formal gown reveal – she's an undercover CIA officer and she's on the hunt for the man who controls the fate of Charlie's family..

The subway spots worked particularly well for the execution because the triptych layout allowed Charlie to reach across to a new screen to steal the necklace, capturing the attention of captive NYC subway riders.

In Times Square, ABC mounted the creative vertically on the AEO Spectacular at Broadway and W. 46th. The AEO Spectacular includes 12 individual LED panels and the scene plays out on both sides of the street, allowing all passersby to check it out.

The out-of-home activations will run in New York City through March 5.

Besides Ventimiglia and Kim, the series also stars William Fichtner as Leo, Tim Chiou as David, Freda Foh Shen as Grace, James Saito as Joseph, Sarah Wayne Callies as Birdie, Felisha Terrell as Daphne and Polly Draper as Fran.

The Company You Keep is based on the Korean Broadcasting System's series My Fellow Citizens.

Executive producers and co-showrunners are Julia Cohen and Phil Klemmer, Ventimiglia and Russ Cundiff (DiVide Pictures), Jon M. Chu and Caitlin Foito (Electric Somewhere), and Todd Harthan and Lindsay Goffman (Gratitude Productions). Deanna Harris (DiVide Pictures) is a producer.

The Company You Keep premieres Sunday, February 19 on ABC.

[Videos and images courtesy of ABC]