Legendary Pictures commissioned conceptual artwork of Godzilla, consistent with the Japanese design of the monster. The artwork was used in an augmented reality display produced by Talking Dog Studios. Every visitor to Comic-Con 2012 received a t-shirt, illustrated with the concept art. When viewed by a webcam at the Legendary Pictures booth, the image on-screen would spout radioactive breath, and Godzilla's distinctive roar could be heard.

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