Six-Month Takeover · Times Square
Mary Kay
Mary Kay is one of the most recognized beauty brands in the world. After 58 years of operating without a single storefront, the iconic direct-sales company decided to do something they had never done before. Open a flagship. And not just any flagship. A virtual flagship in the most-watched corner of the most-watched city on earth.
We built Mary Kay a six-month, four-screen Times Square takeover. Pink, everywhere you looked. Lipsticks the size of street signs. A virtual flagship experience the brand had been waiting nearly six decades to unveil.
It was more than a billboard buy. It was a statement. The brand that built itself on living rooms and lipstick parties stepped into the biggest public square in the world and owned it. Passersby could shop the products as they walked by. The campaign paved the way for Mary Kay's first move into the metaverse and a new chapter in the brand's identity.
It was a bold step forward, the first of its kind for the company. And it proved that even a 58-year-old icon can change the way it shows up in the world.
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