SHADOW

No gatekeeping here! SHADOW Co-Founder and Chief Communications Officer Liza Bychkov-Suloti was recently featured on Fashionista, sharing her insights on viral marketing and what makes beauty brands stand out from the crowd. Check out the full interview at the link below...this one is worth the scroll. Brad Zeifman, Lisette Sand-Freedman, Michelle Sokoloff, Jamie D'Attoma, Erica Larsen, Brian Vaughan, Rachel D’Amico, Sara Lieberman, Shay Georges

NEW WORK: AMERICAN EAGLE X TIMBERLAND FT. ROLE MODEL On a hot, summer day back in August, we were busy prepping for a fall campaign with long-time client American Eagle Outfitters Inc. and had the opportunity to collab with iconic Northeast legacy brand Timberland – a quintessential fall necessity. And we knew just the perfect addition to round out this fall formula – casting rising star Role Model. We’re excited to finally share this campaign combining a bit of 90s nostalgia with a modern edge. In this music video-esque creative – developed and produced alongside our partners at AE – Role Model shows off the brand’s latest product debuts, from outerwear to all things denim. Watch the full campaign video below! BEWARE: May cause extreme urge to experience crisp fall weather...and listen to Role Model on repeat. CREDITS: CREATIVE & PRODUCTION: SHADOW DIRECTOR / PHOTOGRAPHER: Callum Hutchinson VIDEOGRAPHER: Ivy Tellin EDITOR: Raffi Asdourian COLORIST: Ro Rovito

Have you seen the latest campaign from our newest client Marc Jacobs? The Marc Jacobs Essentials celebrates the brand's most iconic bags. We're so excited to be partnering with the brand on media relations for their mainline business. Stay tuned for what they dream up next! Kristin Patrick, Lisette Sand-Freedman, Brad Zeifman, Liza Bychkov-Suloti Michelle Sokoloff, Brian Vaughan, Erica Larsen, Jamie D'Attoma, Rachel D’Amico, Sara Lieberman, Shay Georges

NEW WORK: NIGHT NIGHT CLUB FT. NICOLE RICHIE FOR ESTÉE LAUDER In the most recent episode of elder-millenial-skips-the-club, the singular Nicole Richie shows off her moves with Estée Lauder’s newest product offering, the Supreme+ Night Bounce Creme. If a night at the club is quick to give your skin hives, listen up so you can give it some lift and plump instead: this overnight treatment keeps your skin feeling bouncy and firm, no dancing on banquets required! We tapped into the trending conversation on social around the evolving nightlife habits of millennials (TLDR: we like to stay in more than we go out) and partnered with former 2000s party girl Nicole Richie to bring it all to life. We developed the creative, scripted, cast, and produced this campaign, which left us reminiscing on our own nightclub days. We too, used to dabble in late night parties every now and then (IYKYK), but the key to keeping that facecard of the “never declined” variety? Letting it RECLINE. GO TO SLEEP. And don’t forget the Bounce Creme. CREDITS:  CREATIVE, CASTING, SCRIPT, PRODUCTION: SHADOW DIRECTOR: Max Bartick DIRECTOR OF PHOTOGRAPHY: Kai Saul PHOTOGRAPHY: Michael Simon PRODUCTION DESIGNER: Alessandro Marvelli STYLIST: Jamie Mizrahi  HAIR: Gregory Russell, Jenna Lee MAKEUP: Jocelyn Biga, Shalonda Peguero EDITORIAL: Digital Sword VFX, GFX, & COLOR: Digital Sword SOUND: Digital Sword

NEW WORK: SHOP WITH GOOGLE BACK TO SCHOOL COLLEGE TOUR A holy SHADOW superfecta comprising our experiential, creative, account/PR, and social teams headed back to school with client Shop with Google to bring our Shopping 101 social content series to life on campuses across the country. Touching down at The University of Miami, Howard University, George Washington University, and The University of Wisconsin, a first-of-its kind pod resembling a dorm room and university study hall introduced students to a world of shopping with the ease of one of Google’s many incredible features: Lens. Within the pop-up space, we designed unique vignettes – think dorm room, study space, and reading corner – adorned with must-have back-to-school products. Syllabus week might mean anything but studying, but we couldn’t help but put students to the test with the “Lens it to Win It” challenge for a chance to win some amazing prizes to help them tackle the semester. We’re talking Dyson vacuums, AWAY luggage, laptops, and more! With nearly 3,300 new followers gained, over 1,900 prizes given away, and over 5,000 student participants, the activation passed with flying colors (Google-branded, of course), highlighting the Google Lens feature. Make sure you’re following @shopwithgoogle on Instagram, too! There’s more noteworthy content coming your way soon. CREDITS:  CREATIVE & EXPERIENTIAL: SHADOW VIDEO: Paulo Fontora LOCATIONS: University of Miami, Howard University, George Washington University, University of Wisconsin

NEW WORK: TATCHA MOISTURE MATCHUP NYC POP-UP Does Tatcha’s Major Moisture Matchup. Ring a bell?! We launched this social-first campaign in partnership with Tatcha last month, but we didn’t just stop at creating a Stomp-The-Yard worthy rivalry for the brand’s two most popular moisturizers. We brought the #MoistureMatchup–and our game faces–to the streets of New York. Our experiential team led the creation of this two-day mobile activation that brought a locker room experience to Tatcha fans via our duo-tone designed truck. Guests got to declare their allegiance to #TeamWater (The Water Cream) or #TeamDewy (The Dewy Skin Cream) after taking a quiz to secure their very own Moisture Playbook. Gameday also means custom jerseys, sweet treats, jumbo moisturizers, prizes, giveaways, and a scoreboard that kept track of the climbing #TeamWater and #TeamDewy numbers. With close to 2,300 attendees, it was a near tie, but #TeamWater took home the gold. (#TeamDewy stans, we’re here for you). Who are you rooting for? Are you playing against pores or defending your dew?! CREDITS: CREATIVE & EXPERIENTIAL: SHADOW TRUCK VENDOR & BUILD PARTNER: Aardvark Studios F&B PARTNER: Creative Edge Parties NYC Miami Palm Beach BRAND AMBASSADOR PARTNER: STAFFED INC.

NEW WORK: Shop with Google x Shopping 101 We’re sad to see summer go, but no one loves back-to-school season more than a marketing agency. So we teamed up with Shop with Google to bring the ultimate back to school shopping experience to life with the help of a few star students. Class was in session with Milo Manheim and Nia Sioux, who took on the role of shopping professor for this social series. Created, cast, scripted, and co-produced by yours truly, this social campaign brought B2S essentials, insider tips for tackling dorm life, and LOTS of giveaways to the Shop with Google Instagram. Whoever said they didn’t like group projects must’ve never met a SHADOW! Aaaaaaand if that wasn’t enough, our experiential team helped bring Shop with Google’s Shopping 101 course to campuses across the country via the College Tour pop-up experience. And let’s just say, A+ all around. Stay tuned for more on our campus activations, and in the meantime, head to @shopwithgoogle for more exciting content! CREDITS: CREATIVE: SHADOW CASTING: SHADOW DIRECTOR: AF Cortes DIRECTOR OF PHOTOGRAPHY: Adam Weinberg PHOTOGRAPHY: Scott Semler PRODUCTION: neuplot SET DESIGN: Ilan Wainstein Marina Bevilacqua  STYLIST: AMANDA LIM  HAIR: OPUS Beauty MAKEUP: Dani Parkes  POST PRODUCTION: neuplot GFX & MOTION DESIGN: neuplot COLOR: neuplot VFX: neuplot SOUND: neuplot

NEW WORK: SHOP WITH GOOGLE x EMILY IN PARIS “LENS THE LOOK” Calling all Emily in Paris fans! In honor of the Netflix show's renewal for a fifth season, we're sharing an inside look into our pop-up activation at the official Emily in Paris premiere in partnership with client Shop with Google. Our experiential team hit the ground strutting in Los Angeles with a pop-up for the premiere of Season 4 of the beloved television series last month…and, yes, it was trés chic. Our activation took fans into a day-in-the-life with Emily, from the places she frequents to the iconic looks she wears—all instantly shoppable with Google Lens. Guests were greeted by our Parisian City Guides and started with a morning at the Palais du Jardins, headed to a workday at Agence Grateau and then skipped right into the evening at L’Espirit de Gigi. Costumes from the show were styled throughout each vignette and guests were challenged to answer trivia questions regarding each look. With Google Lens, product details surface on your phone instantly— providing not just the background on the garment, but showing how to shop it, too. Guests who answered all the trivia questions correctly were entered to win a grand prize trip to Paris! While we work on opening an office in France, make sure to follow @shopwithgoogle on Instagram for all your fashion inspo. Unleash your inner Emily! CREDITS: CREATIVE & EXPERIENTIAL: SHADOW VIDEO & PHOTOGRAPHY: Tyler Joe SOCIAL: SHADOW

📣 NEW WORK: MAJOR MOISTURE MATCHUP FOR TATCHA 📣 For TATCHA’s latest campaign, we posed a simple question: Are you #TeamWater or #TeamDewy? Informed by the customer insight surrounding the skincare rivalry between Tatcha’s own products – the Dewy and Water moisturizing creams – we led the creative, scripting, production, and social media strategy for Tatcha’s Major Moisture Matchup. This is our zany, social-first universe, lensed through sports and competition and brought to life with the help of a few of our favorite TikTok stars. The creative suggests that when it comes to major league moisture, Tatcha has no competition and, therefore, must go face-to-face against themselves. Two radiant rivals meet their moisture match! The campaign comprises photography and video, and will be running on social, digital, and OOH. We also produced an experiential pop-up in celebration of the campaign, which took place over the span of two days in NYC where consumers could come declare their team (and indulge in their fandom, of course!). “The Moisture Matchup is a whimsical skincare fantasy that invites fans to show their competitive spirit for their favorite moisturizer without any risk of losing. Tatcha will always be a win-win for their skin.” – Brian Vaughan, SHADOW Partner & Executive Creative Director Read more about the campaign in Beauty Packaging Magazine at the link below & be sure to follow along on Tatcha’s social channels as #TeamWater and #TeamDewy continue to face off! https://bit.ly/4dJd8n3 Lisette Sand-Freedman, Brad Zeifman, Liza Bychkov-Suloti, Michelle Sokoloff, Brian Vaughan, Jamie D'Attoma, Erica Larsen, Rachel D’Amico, Shay Georges, Sara Lieberman

We’ve been hearing… “what’s old is new again”... so we weren’t surprised when our client of 17 years and the leading jeans brand American Eagle Outfitters Inc. (NBD) decided to tap us to help reintroduce their 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 ® brand platform, which first launched over 20 years ago. Today, the iconic retailer re-launched it’s 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 ® brand platform and introduced its new Fall ‘24 campaign headlines by some of the biggest names across sports and television including Coco Gauff, Trevor Lawrence, Kristine Froseth, and Nikki Rodriguez. The platform will act as a CTA to inspire us all to live our authentic lives with optimism and through culture, connection and style. We couldn’t be more honored to be by AE’s side bringing this all to life through our work casting the campaign and announcing the news through extensive media coverage (which we’re sure you’ve already seen). Now that you’re in the know, go out and LIVE YOUR LIFE!