NYC TIMES SQUARE
Project: Concept and execute a series of high-impact, engaging visual content and immersive experiences for Sephora’s NYC Times Square store, as well as seasonal digital ads for massive billboard platforms in the Times Square center.
Responsibilities: Concept Development, Art Direction, Design
Team: Execute Creative Director - Susan Park; Associate Creative Director - Sasimon Boonyavatana; Videographer - Spencer Higgins; Mural Artist - Jason Naylor; Producer - Kevin Costello
NYC IN-STORE IMMERSIVE LOBBY EXPERIENCE
We were asked to create an immersive, social-first experience in the lobby of the NYC Times Square Store. We selected and partnered with NY-based mural artist, Jason Naylor, to create a vibrant portrayal of the city’s skyline infused with Sephora’s beauty personality. He also custom-painted a set of human-sized beauty product statues for picture-perfect moments.
Mural artwork up-close
NYC IN-STORE VIDEO
Since the Sephora store was located on the floor below the lobby, we were tasked to find an eye-catching way to entice visitors to take the escalators downstairs to shop. We wanted guests to feel like they were getting immersed into the beauty world upon entering our store so our visuals for the video focused on large-than-life, oddly satisfying beauty moments. We partnered with the multi-talented 3D artist, Spencer Higgins, to create a one-minute video that showcases the breadth of what Sephora has to offer.