Slay The Day: A Project Runway Experience

Client: NBCUniversal / Bravo

Brief: Create a bold activation to promote Project Runway Season 19, engaging fans and fashion lovers across NYC with highly shareable moments.

Concept: Leveraging NYC’s vibrant energy and iconic locations as the backdrop, three oversized mirrors adorned with vibrant floral designs by East Olivia were sprinkled throughout Manhattan. Each mirror invited passersby to stop, snap, and share, turning the city into a runway of its own.

The flagship mirror in Flatiron Plaza showcased reflections of the city’s iconic skyline, while two pop-up mirrors rotated through neighborhoods like Soho and Union Square, refreshed daily with new florals and slogans like “IT’S A BEAUTIFUL DAY TO SLAY.”

The result? A buzz-worthy campaign that transformed the streets into a celebration of fashion, creativity, and community.

Concept & Creative Direction: Annalisa Podwin | Floral Design & Production: East Olivia | Strategy & Marketing: NBCUniversal | Permitting & Production: Empire Entertainment | Photography: Arsen Vasquez