Role: VP of Experiential, Head of Experience

Program: Savage in the Streets—the live stunt turned floor-to-ceiling windows into a week long digital billboard. Teaser countdown leading up to a live show and following week of full-window display takeover, the activation piqued consumers interest, stopped traffic, and drove awareness for the Prime Video streaming launch of Rihanna’s Savage x Fenty Vol. 3 Fashion Show.

For the night of the streaming premier, a live show surprised and delighted consumers bringing the energy and experience from Rihanna’s Emmy Award winning 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.

• 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 at the experience maximized awareness across the week-long immersive 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, her reinvention of the fashion show, invited consumers to join her to turn up, show out, and celebrate togetherness, inclusivity, and community. Nothing could stop this highly anticipated premier and cemented a cultural moment. 

Location: New York, NY

Team: BMF, Client Partners: Amazon Prime Video, Savage x Fenty

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.