Maybelline | Color Studio
TH partnered with Vogue for the third year in a row to produce Maybelline Color Splash Lounge on Fashion’s Night Out 2012. With a foundation-matching station, three make up stations, and a mock runway, consumers were able to show off their new colorful looks, courtesy of Maybelline. Consumers shared their photos on social media outlets, such as Facebook and Twitter, while they enjoyed the live, spinning DJs. Vogue editor, Anna Wintour, stopped by, as well as Maybelline spokesmodels Erin Wasson, Charlotte Free, and Shu Pei Qin. Kara Laricks autographed T-shirts for the first lucky 100 visitors.
Clearasil | PerfectaWash Concert
To promote the launch of Clearasil's new PerfectaWash product, TH partnered with the brand to create the ultimate pop-up concert, featuring pop star JoJo, at Hollywood & Highland in Los Angeles. TH oversaw all elements of production including staging, lighting, permitting and staffing with brand ambassadors passing out QR-code postcards and displaying iPads for people to scan the code with, linking them directly to Clearasil's online content. The concert saw more than 500 attendees with 70 full-size products given out to participants willing to share their contact information. For further exposure, TH took the campaign national, producing a multi-market projection media campaign in New York, Los Angeles, Chicago, Washington, D.C., Philadelphia, Boston, Minneapolis and Atlanta for 1-2 nights in each city.
Tommy Hilfiger | Dreaming Fragrance Launch
For the launch of Tommy Hilfiger’s new fragrance Dreaming, Glamour magazine approached TH to bring to life the print creative in a fresh and innovative way. TH did just that by conceptualizing, designing and fabricating a custom Dreaming lounge in Columbus Circle. The event hosted thousands of women, who were invited to share their life-long dreams on camera and meet Tommy Hilfiger. Three lucky women were selected to see their dreams become reality, with their experiences captured through a documentary film following the event.
Tommy Hilfiger | Dreamland Roller Rink
TH was tasked to produce a disco roller rink in Coney Island for the winner of Tommy Hilfiger’s Dreaming contest by converting an abandoned Peep Easter Candy Factory along the famed boardwalk. The event garnered media attention in all major papers in New York and included celebrity appearances by Marisa Tomei and Ashanti. The rink was so successful that it remained open throughout the summer with plans to keep it open permanently.
Polyvore Live! | Runway Show
Kicking off Fashion Week in style, TH teamed up with Polyvore and beauty sponsor Covergirl to launch Polyvore Live, the first live fashion show for emerging designers hosted by an online community. TH sourced a sleek, modern event space, highlighting a pristine white runway and showcasing collections of four up-and-coming designers from the Fashion Institute of Technology (FIT). The show itself streamed live on Polyvore.com, offering virtual access to more than 13 million viewers across the globe. The brand sourced prominent fashion bloggers, moonlighting as models, to walk the catwalk. They donned the Spring 2012 collections of our four FIT alums… a show truly democratizing fashion and giving a platform to the hottest new designers on the New York City fashion scene.
Shape | Pilates for Pink
For the fifth consecutive year, TH partnered with SHAPE to produce the magazine’s signature charity event Pilates for Pink in Union Square during Breast Cancer Awareness Month. The event hosted pilates classes in two tents throughout the day with all proceeds going to the Breast Cancer Research Foundation. Brands such as Pandora, Mamma Mia!, Naked Juice, Seattle's Best Coffee, Equinox and Asics received custom activations and sampling opportunities, giving them instant, hands-on access to a receptive, health-focused demographic.
Herbal Essences | 'Honey, I'm Strong' Salon
TH Partnered with Herbal Essences to promote their new honey-inspired collection of products, by executing a pop-up salon consisting of a luxurious lounge, mocktail bar, and the allure of an ultimate salon experience. Customers received a five-minute shampoo-and-conditioner wash, followed by a sexy hair styling of their choice to fully showcase the extensive line of Herbal Essences products. Once beautified, they had the option to head over to the photo booth where they showed off their fabulous new 'do in front of a honeycomb-inspired backdrop where they had the option to digitally share the photo with all their friends (via the iPad station), and even take home a printed copy inside a Honey, I’m Strong branded photo sleeve.
Herbal Essences | Hairplane Editor's Event
The Herbal Essences hairplane took off with 41 editors on December 19, 2012. Editors were greeted at the arrivals desk with a customized boarding pass. They were then welcomed aboard by their lovely flight crew, decked out in flight attendant apparrel, and offered mimosas, a light breakfast bar, and botanical inspired juices. All editors were seated in the first class lounge to view the inflight commercial. Editors were treated with a sneak peak of the revitalized YES, YES, YES campaign. They were then shown a Grammy Hairstyle preview and product presentation by celebrity hair stylist Charles Baker. At the conclusion of the presentation, editors were invited to board into a dry styling hair pod. As guests departed, they stopped by gift baggage claim to pick up their departing gift.
Pfizer | BlogHer 'Feel Young'
TH produced the ‘Feel Young’ Pfizer Consumer Healthcare booth at the BlogHer Convention held at the Midtown Hilton Hotel in August 2012. Six overarching brands were showcased at the booth: Advil, Caltrate, Centrum, ChapStick, Robitussin, and Emergen-C. There were several product variations of these brands that served as product giveaways to all who visited the booth. Brand ambassadors were stationed to answer any questions consumers may have about the particular characteristics of any product, allowing an educational and beneficial experience for all the bloggers in attendance. In addition to the product sampling, there was a video-blogging booth which encouraged consumers to sit down and speak about their favorite Pfizer brands and what they do to feel young. Women were able to receive and share their video on the social media outlet of their choice, as well as take a photo to share after they completed the video. Finally, there were six spa stations to pamper the bloggers who entered the booth. Consumers were able to choose between lip scrubbing, back, shoulder, and foot massages, hair chalking, eye makeup application, head and neck reflexology, and energizing vapor therapy.
Parker | Relaunch
Fashion brand Parker teamed up with TH Productions to celebrate the launch of their new e-commerce website, ParkerNY.com. with an unforgettable party that truly brought the spirit of the Parker girl to life. TH took over one of NYC’s hottest hotels, the Gallery at the Dream Downtown, and transformed the space into a sensory experience filled with thoughtful touches inspired by the brand, creating a killer party that kept guests going until the very end. TH developed a customized decor plan, thoughtful layout and organic branding that personified the Parker brand; downtown-cool, easy-going, and fun city girl.
Clé de Peau | Les Misérables Screening
Clé de Peau partnered with TH Productions for a world premiere private screening of the highly anticipated Les Misérables in the downstairs of the Crosby Hotel. The space was transformed into a unique boutique showcasing Clé de Peau’s premier skin- and make-up product lines. Guests had the unique opportunity to sample the best of the products with Clé de Peau specialists. Official spokesperson and Cosette from the film, Amanda Seyfried, was the guest of honor introducing the movie and enjoying food, mall bowls, and bites with the guests. Guests received personalized branded water bottles, popcorn boxes, and even tissue packs as they went in to the screening, and a special edition book of Les Misérables as a parting favor. Overall, the event was a big success and an amazing opportunity for editors and their guests to enjoy the beauty of Cle de Peau with the buzz of one of the biggest films of the year.
Women's Health | Are You Game?
TH produced the 3rd Annual Are You Game? event series on behalf of Women’s Health magazine in both New York and Chicago, welcoming health and fitness buffs for a day of exercise, food, fun and fashion. TH was challenged to completely reinvent the program by bringing to life the core pillars of the magazine while conceptualizing and producing custom integrations for each advertiser. The event highlighted a variety of activities such as a workout tent, grilling station with healthy eating demos, massage stations, manicure tables, beauty tents, dance classes and fashion shows on the main stage.
Band-Aid | Glambulance
During NYC's Fashion Week, TH partnered with JWT and Band-Aid to promote the exclusive Cynthia Rowley line. TH conceptualized and fabricated a real-life ambulance wrapped in the brand's creative, offering help for fashion emergencies. Outside the vehicle, TH popped up a crisp white tent fashioned as the ultimate Glam Lounge where makeup artists and hair stylists offered free makeovers, a cobbler remedied heel mishaps, and a seamstress provided quick fixes for clothing tears. The vehicle was parked for two days at high traffic, fashion-forward locations on Fifth Avenue and Columbus. To further enhance the program, TH provided iPads for guests to visit the Band-Aid Facebook page and enter the Fashion Malfuncton Contest for a chance to win a one-of-a-kind wardrobe from Cynthia Rowley.
Elizabeth Arden | Red Door Salon
The Elizabeth Arden Red Door Salon was a fun and immersive pop-up spa providing consumers a chance to experience, first-hand, EA’s most popular fragrances and make-up, all in celebration of the holiday season. The sleek 20’ x 20’ cube was specially fabricated just for the occasion. Guests lined up throughout the two days to partake in the recharge experience. Brand ambassadors greeted consumers in line with hot green tea and guided them to the luxurious, heated lounge. Customers received a makeover having chosen from three signature Elizabeth Arden looks before being offered a chance to try the EA scent most suited to their look. For those with only a few minutes to spare, aestheticians provided hand massages and lip exfoliations featuring the 8 Hour Treatment line. A photo booth allowed people to leave with professional snapshots so they could email / tweet / instagram their new look to their social networks. ‘Girls’ star Allison Williams and upcoming judge on Oxygen’s new modeling competition ‘The Face’, Nigel Barker, also stopped by to join the fun. Celebrity makeup artist Rebecca Restrepo gave free makeovers to first-comers and press throughout the two days.
WD CES | Relax & Recharge Lounge
TH partnered with Western Digital to create a relax & recharge lounge at CES 2013. The activation took place in the Central Plaza outdoor area, directly in front of the Las Vegas Convention Center. Utilizing WD’s existing custom airstream to showcase WD products, TH created a full scale lounge, complete with all the necessities a CES power-attendee would need. With average lounge times of 25+ minutes, over 3,000 CES attendees enjoyed a positive and immersive WD brand experience.
Tollytots | Playdate In the City
TH partnered with TollyTots to create a magical playdate in New York City. Taking place at the beautiful 620 Loft & Gardens, the picturesque backdrop mixed well with the featured toy products. As Mommy editors arrived in the morning with their children, they were greeted by check-in staff and then proceeded to learn about the toys as their children played. One play area was designated for pre-school toys such as Rubix cube and Safety First, and the other was transformed into a princess area for My First Disney Princess toy products. Kid-friendly and mom-approved snacks were served throughout the event and were enjoyed by kids and moms alike. Guests were able to venture to the outside garden during the event and soak up the beautiful NYC skyline as their children played with Graco strollers in the area.
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