When a launch involves Rihanna, it's probably going to be something special.
Fenty’s Beauty - the much-anticipated collaboration between the singer and makeup giant Sephora - broke boundaries by creating a live immersive experience in Spain culminating in a real-time edited 60-second spot.
Set in Callao City Lights’ theatre in Madrid, the singer, alongside fans and influencers, showcased the latest beauty products among shooting sets crafted as over-sized Fenty products.
And the crowd outside didn't miss out with large-scale outdoor LED billboards and an AR billboard giving a taste of what was happening inside.
Orchestrated by experiential design agency Wildbytes, the launch shows thinking outside the box brings in the views, with more than a billion impressions on social media.