Welcome to Fenty Beauty’s Playground

Never shy of breaking the rules, Rihanna launches her globally anticipated makeup line, Fenty Beauty, in collaboration with Sephora, with an explosive experiential action for a new generation of beauty. The film of the Fenty Playground experience shows the complete takeover of Madrid’s central Callao Square, orchestrated by experiential design agency Wildbytes.

Live-created fan campaign for Fenty Beauty by Rihanna

FENTY’S PLAYGROUND

Fenty’s Playground invited Rihanna’s navy of fans and influencers to join her in an electrifying live immersive experience, to produce the beauty film together, and in real-time. The launch event has since generated a whopping 1.1 billion impressions on social media.

Celebrating Rihanna’s unique, unconventional, and unapologetic beauty, the fully immersive launch led fans through the brand’s DNA. Constructed in Callao City Lights’ theater, fans were empowered to become the stars of the film alongside Rihanna, in a bold labyrinthic maze of makeup stations, urban-styled video installations and film shooting sets crafted as life-sized Fenty products.

Julio Obelleiro, Co-founder and Managing Partner at Wildbytes, comments:

Wildbytes harnessed cutting-edge technology to create the unforgettable multisensorial experience. Using a custom-made, high-tech digital film pipeline, the agency edited footage of fans posing and playing in the Fenty universe in real-time. The result was an instantaneous, high-end fashion film that also maintains the high level of quality expected by Rihanna. To generate further shareable content, fans also received 3D GIFs of themselves interacting with elements at the experience.

Live-created fan campaign for Fenty Beauty by Rihanna

Completing the Fenty landscape invasion, the crowd of fans were flanked by two large-scale outdoor LED billboards dedicated to broadcasting the event, as well as an augmented reality billboard. The bespoke AR screen projected Fenty Beauty products onto a live reflection of thousands of fans in the square to create a truly impressive immersive experience.

Source: Little Black Book

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