SHADOW

📣 NEW WORK: MAJOR MOISTURE MATCHUP FOR TATCHA 📣 For TATCHA’s latest campaign, we posed a simple question: Are you #TeamWater or #TeamDewy? Informed by the customer insight surrounding the skincare rivalry between Tatcha’s own products – the Dewy and Water moisturizing creams – we led the creative, scripting, production, and social media strategy for Tatcha’s Major Moisture Matchup. This is our zany, social-first universe, lensed through sports and competition and brought to life with the help of a few of our favorite TikTok stars. The creative suggests that when it comes to major league moisture, Tatcha has no competition and, therefore, must go face-to-face against themselves. Two radiant rivals meet their moisture match! The campaign comprises photography and video, and will be running on social, digital, and OOH. We also produced an experiential pop-up in celebration of the campaign, which took place over the span of two days in NYC where consumers could come declare their team (and indulge in their fandom, of course!). “The Moisture Matchup is a whimsical skincare fantasy that invites fans to show their competitive spirit for their favorite moisturizer without any risk of losing. Tatcha will always be a win-win for their skin.” – Brian Vaughan, SHADOW Partner & Executive Creative Director Read more about the campaign in Beauty Packaging Magazine at the link below & be sure to follow along on Tatcha’s social channels as #TeamWater and #TeamDewy continue to face off! https://bit.ly/4dJd8n3 Lisette Sand-Freedman, Brad Zeifman, Liza Bychkov-Suloti, Michelle Sokoloff, Brian Vaughan, Jamie D'Attoma, Erica Larsen, Rachel D’Amico, Shay Georges, Sara Lieberman

We’ve been hearing… “what’s old is new again”... so we weren’t surprised when our client of 17 years and the leading jeans brand American Eagle Outfitters Inc. (NBD) decided to tap us to help reintroduce their 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 ® brand platform, which first launched over 20 years ago. Today, the iconic retailer re-launched it’s 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 ® brand platform and introduced its new Fall ‘24 campaign headlines by some of the biggest names across sports and television including Coco Gauff, Trevor Lawrence, Kristine Froseth, and Nikki Rodriguez. The platform will act as a CTA to inspire us all to live our authentic lives with optimism and through culture, connection and style. We couldn’t be more honored to be by AE’s side bringing this all to life through our work casting the campaign and announcing the news through extensive media coverage (which we’re sure you’ve already seen). Now that you’re in the know, go out and LIVE YOUR LIFE! 

Throwback to 2007 when SHADOW brought it's first star on board: THE Nicole Richie. Flash forward to 2024 and we're celebrating a full circle moment after teaming up with Estée Lauder to launch their Night Night Club campaign featuring one of our oldest friends: Nicole! Vogue Magazine sat down with the OG influencer, actress, designer, and entrepreneur as she traded in her iconic Y2K outfits for the perfect nighttime skincare routine. "I mean, just the whole campaign is a take on my current 2024 dream nighttime routine—if I could choose a dream club, it would be a club in my house with my Supreme Bounce Creme face moisturizer and my cats and going to bed early." — Nicole Richie Read more about the campaign and how to elevate your nighttime routine in Vogue Magazine below! https://lnkd.in/gMpjTB6U

Throwback to 2007 when SHADOW brought it's first star on board: THE Nicole Richie. Flash forward to 2024 and we're celebrating a full circle moment after teaming up with Estée Lauder to launch their Night Night Club campaign featuring one of our oldest friends: Nicole! Vogue Magazine sat down with the OG influencer, actress, designer, and entrepreneur as she traded in her iconic Y2K outfits for the perfect nighttime skincare routine. "I mean, just the whole campaign is a take on my current 2024 dream nighttime routine—if I could choose a dream club, it would be a club in my house with my Supreme Bounce Creme face moisturizer and my cats and going to bed early." — Nicole Richie Read more about the campaign and how to elevate your nighttime routine in Vogue Magazine below! https://lnkd.in/gMpjTB6U

We’ve been hearing… “what’s old is new again”... so we weren’t surprised when our client of 17 years and the leading jeans brand American Eagle Outfitters Inc. (NBD) decided to tap us to help reintroduce their 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 ® brand platform, which first launched over 20 years ago. Today, the iconic retailer re-launched it’s 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 ® brand platform and introduced its new Fall ‘24 campaign headlines by some of the biggest names across sports and television including Coco Gauff, Trevor Lawrence, Kristine Froseth, and Nikki Rodriguez. The platform will act as a CTA to inspire us all to live our authentic lives with optimism and through culture, connection and style. We couldn’t be more honored to be by AE’s side bringing this all to life through our work casting the campaign and announcing the news through extensive media coverage (which we’re sure you’ve already seen). Now that you’re in the know, go out and LIVE YOUR LIFE! 

TWO awards in one day?! It must be a SHADOW x Aerie by AEO, Inc. collab. We're so excited to have received two honorable mentions for the PRNEWS + Chief Marketer Experiential and Event PR Awards for our work with long time client Aerie. First up, the Aerie Hidden Gems Marketplace was recognized in the "Best Pop-Up Activation" category as an impactful IRL moment. The activation celebrated the brand’s community, supported its mission of being REAL, and boosted overall brand awareness in the heart of NYC. And we followed that up with an honorable mention in the "Best Press Event (Single Market)" category for our work on Aerie's TWA Holiday Staycation. The IRL immersive experience brought media, influencers and VIP together to experience Aerie's cozy, comfy holiday product in the overnight party of the season. Check out the full list of winners at the link below. https://lnkd.in/eq3vZm57

Summer, sun, and shades - the ultimate trio! Our client Eyebuydirect just leveled up in the summer eyewear game by landing a spot on Oprah Winfrey's coveted "Best Of" list! Looking for the best pair of sunglasses to compliment your round face? They've got you covered. Check out their Cat Eye Ivory Tortoise shades at the link below! https://lnkd.in/giphArAk

K18 Hair is inviting you to FEEL WHAT’S POSSIBLE in its newest campaign, starring the ultimate GOAT, Simone Biles. As the most decorated gymnast of all time, Biles is a walking embodiment of inner strength and endless possibility - and the perfect figure to support K18's powerful narrative of fearless innovation and boundary pushing. SHADOW is honored to have partnered with K18 for this campaign, for which we led the creative, scripting, and production — a true balancing [beam] act of executional precision. The campaign vaulted into the world this week and will be running digitally, on social as well as on broadcast — all just in time for the Paris Olympic Games 2024. So, don't miss it! A massive thank you to our incredible and collaborative client partners at K18 Michelle Miller, Jennifer Herr, Alyssa Shapiro, Maram Aoudi, and Tivoli Meyer for placing their creative trust in SHADOW. We’re leaving it all on the mat! https://lnkd.in/gt8rjnKi Brian Vaughan, Liza Bychkov-Suloti, Lisette Sand-Freedman, Brad Zeifman, Michelle Sokoloff, Erica Larsen, Jamie D'Attoma, Sara Lieberman, Shay Georges.

Client Janie and Jack pride themselves on making clothes that last; keepsakes that can stay with your family or be handed down for someone else to love. With this mission in mind, they partnered with photographer Gray Malin to create a new children's line that he views as wearable art for children. “Janie and Jack is the perfect partner because I have a connection to the brand having shopped there many times for my kids. However, what makes them stand apart is their fabulous creative team who really understood my brand and helped develop my photography into such a playful and unexpected collection for our audiences!" — Gray Malin Read more about the clothing line and Malin's work in Forbes at the link below. 

#PillowTalk just got 10x better! Our client Playground is continuing to live out their mission of destigmatizing conversations about women's sexuality and sex with the launch of their Pillow Talk Lubricant and a fire hotline, featuring founder Christina Aguilera herself! You can now call 1-888-PLY-GRND for bedroom tips or a chance to win a chat with Xtina! This is the place to break the silence around women's pleasure. ✨ Plus, 1% of net revenue for every Pillow Talk Lubricant sold will support nonprofits that align with the brand's social mission, starting with the Center for Intimacy Justice. Let's change the game, one call at a time!