That black square on the paper is a 3D digital creature!

Augmented Reality (a relatively new technology that blends real-world footage and computer-generated graphics in real time, blurring the line between reality and virtual by enhancing what we perceive) is hitting the world with eye popping WOWs and now a commercial by Doritoes hopping onto the technology. You can make your own awesome effect with the FLARToolkit. This is some awesomeness presented by Jerry Paffendorf.
Eminem has tripped into it also:

Eminem Augmented Reality Screencast from Outside Line on Vimeo.