Role: VP of Experiential, Head of Experience (with BMF | Partners: Amazon Prime Video, Savage x Fenty)

The ask: drive awareness and engagement for the worldwide launch of Rihanna's Savage x Fenty Vol. 3 Fashion Show available exclusively on Amazon Prime Video. 

The result: Savage in the Streets. The stunt piqued consumers interest with a teaser countdown digital billboard days before Vol. 3 dropped on Amazon Prime Video. The night of the streaming premier, a one-night-only live show surprised and delighted consumers bringing the energy and experience from Rihanna’s Fashion Show with an adaptation designed for the streets of NYC. Straight off the runway, models featured in the fashion show performed wearing looks from the Savage x Fenty Fall ‘21 collection; an invite only backstage experience gave press and influencers an exclusive, up close, viewing of the collection. 

Branded video content remained up for days following the launch, garnered incremental earned media, and transformed the high-traffic retail storefront windows into a stunning digital OOH billboard.

The aftermath: 

• 115M+ Social Impressions

• 224K+ Social Engagement 

• 1,800+ Attendees

• x3 Clio awards:

  • Silver - Television/Series: PR, Special Event/Stunt

  • Silver - Television/Series: Out of Home

  • Bronze - Television/Series: Experiential/Events

Venue selection with x5 bus stops directly in front of the experience maximized engagement across the week-long multifaceted building takeover. The COVID proof activation strategically delivered a safe consumer experience and defined a new path of advertising during the most unprecedented of pandemic times.

With Prime Video, Rihanna’s brand ethos and her reinvention of the fashion show, invited consumers to join her to turn up, show out, and celebrate togetherness and community. Nothing could stop this highly anticipated premier and cemented a cultural moment. 

Location: New York, NY

Scope: concept ideation, strategy, planning and development, post-production content editorial, show music mix, live show design & production, casting & styling, stunt activation onsite execution, influencer & press management, security, A/V technical fabrication, permitting, budget, staffing, and venue research, selection and negotiations. All expedited on a 14-day turnaround from green light through onsite activation.