Fenty

Fenty ✕ WHY.CGI

Our recent collaboration with Fenty Beauty & Sephora  brought something shiny to the streets of New York.

We brought their iconic Gloss Bomb Shimmer lipstick to life with Mixed Reality video, turning a city landmark into a dreamy scene.

Client

Fenty

Category & Industry

Mixed Reality

Mixed Reality

Mixed Reality

Work in Progress

A photograph of an ornate, sculptural arched doorway with liquid-metallic textures surrounding the frame
A clean line drawing of a grand, classical arched entrance with double doors, serving as the base for the concept
A conceptual sketch where the doors open slightly, and pink-toned cosmetic tubes begin to spill out from the bottom
The sketch shows the doors fully open as a massive pile of pink and plum lipsticks floods forward onto the floor
A realistic render of the entrance with hundreds of pink lipsticks cascading out from the open doorway like a waterfall
A wide-angle photo of the New York Public Library entrance is used as the real-world base for the Fenty Beauty activation
A grayscale 3D wireframe model maps the geometry of the library's stairs and archway for precise asset placement
A technical 3D mockup shows the "lipstick spill" mesh being simulated and tracked onto the library's stone steps
A mixed-reality shot features a giant Fenty Beauty lip gloss tower inside the archway with lipsticks spilling down the stairs.
A final composited image adds lush purple floral vines climbing the library's columns to complete the surreal brand takeover

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