3D Anamorphic Billboard
Times Square
Fenty
DESIGN & ANIMATION
THE ASK
For Fenty's journey into 3D, the brand needed a design as elevated as the product itself. They turned to CVLT, seeking an activation that would stand out in one of the world's most crowded marketing spaces.
CVLT directors are renowned for their effortless eye-catching visuals, and their technical expertise is second to none. Leaning into those motion graphics talents, CVLT turned a humble idea into a dynamic OOH graphic experience.
The experience was so immersive that it successfully stole attention from its chaotic environment where it lived: Times Square.
THE APPROACH
The viewer experience was always kept top of mind. CVLT opted for a stripped-down concept, showcasing only a large-scale Fenty Icon Lipstick. No unnecessary elements were included purely for the sake of design or animation.
Every visual was oriented toward utility. The goal—and the result—was a design aesthetic that achieved toward maximum clarity while still using minimal space. To give the effect that the lipstick was defying space & gravity, CVLT animators knew the product needed to feel as if it were authentically floating. CVLT drafted the storyboards with extreme attention to detail, detailing precise movements, angles, and key turns to dictate the flow of the lipstick as accurately as possible.
THE RESULT
CVLT designed an ownable virtual space for Fenty and also provided a great framework for contextualizing the product.
The 3D anamorphic billboard was widely recorded and circulated, with the final video receiving over 2.4 million Instagram views the first week it was shared.
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The result of all this—the marriage of Time Square's chaos and the intentional 3D design—created a stellar performance with an upbeat, authentic, and edgy vibe showcasing the Icon Lipstick.
3D
Anamorphic Billboard
2.4M
Instagram views within the first week
OOH
Experiential