No, they aren't shooting the next installment of Jaws, the shark attack mania comes from the Mullen Agency for the Sharks and Rays Exhibit at the New England Aquarium which opened yesterday.
The campaign features shark fins and teeth on iconic Boston landmarks, and fins on the roof of taxis to be seen as they navigate through city traffic.
There is one poster that shows a man struggling to levitate only feet above a fin, and also a viral that taps into the universal fears we all have for the signifier of the beast. Smart I think, and affective. The exhibit itself hopes to alleviate some of these exact fears.