With the opening their first flagship store, customers could finally interact with Covergirl’s products in real life (IRL), which coincidentally, is the last three letters of their brand name. We created a social and citywide out of home campaign that built hype and drove traffic to its Times Square debut.

We featured the popular acronym and brought it to life in a way that visually represented the vibrance and chaotic energy of Times Square. We drew inspiration from the spectacle of dazzling lights one experiences standing in Times Square for the first time.

This typographic approach was combined with the brand’s iconic black and white color scheme, photography championing the brand’s Covergirls, and iridescent foil featured in product packaging.

Collaborators:

AGENCY Droga5, DD Michael Kleinman, ACD Henry Kember, AD Debbie Pan, CW Emily Berger