Collaborated with creative team to develop a New York City flash-mob-inspired projection experience, promoting Gucci Guilty pour homme. This activation leveraged the Gucci Guilty advertising campaign and debuted Frank Miller's TV commercial. This spectacle incorporated social media tactics, augmented reality mobile apps, live streaming, celebrity talent (Chris Evans), outdoor sampling and giveaways.

Existing Gucci Guilty campaign elements. 

Pedestrians noticed that the typically green traffic poles and red fire hydrants had turned black on their walk to work.
The next day a group of trees have joined the muted color palette. As the days continued to unfold, a city street
was transformed into a world of black.

Transit stations, outdoor media and taxi toppers created buzz for Frank Miller's film premiere.

On the night of the event, a huge digital projection of Frida Giannini introduced
the film with her characteristic passion for the brand and the new fragrance.

Frank Miller’s new film was projected on a 10-story building, captivating passers-by with an overwhelming experience.

After the debut, Chris Evans '"exited" from the video in real life to close the show with a final speech.

Provocative street teamers distributed product samples and flirtatiously teased all week
using body language. Customers who purchased the fragrance were given a branded
GG flask and the latest GG charm - a lightning bolt collectors piece.  

An augmented reality mobile application enabled consumers to see themselves ‘Frank Millerized’.

The Gucci Facebook page acted as a message board for fans to discuss the event.

The Gucci Twitter feed promoted Frank Miller's film and encouraged tweets with a #gucciguilty hash tag.