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WHEN DIOR BEAUTY LIT UP SOHO, NY
Client: Dior Beauty
Working with Dior, we reimagined a single city SoHo street as an immersive extension of the brand’s holiday world. Iconic Dior Beauty codes were brought to life through a carefully curated display of lights, decorations, and architectural detailing, turning the approach to the pop-up into part of the experience itself.
Rather than simply promoting the store, the campaign expanded it. CGI allowed the pop-up to live beyond its physical footprint, turning the surrounding street into a cinematic prelude, one that felt enchanting, intentional, and unmistakably Dior.
Designed for both real-world wonder and digital storytelling, the activation blurred the line between reality and imagination. The visuals captured the magic of a Dior Christmas at scale, creating a moment that felt immersive, shareable, and globally resonant.
By using CGI to extend the experience, Dior Beauty delivered a Christmas campaign that was elegant, aspirational, and built for a digital-first audience, proving that luxury can be immersive without ever feeling loud.
Campaign Goal:
Elevate Dior Beauty’s Christmas pop-up through a premium CGI-led activation that amplifies its presence and draws attention beyond the store itself.
Core Focus:
Use CGI and refined visual storytelling to transform an iconic Soho street into a cinematic extension of Dior Beauty’s holiday world.
Pre shoot- pre-visualisation:
Before we traveled on location to Soho New York, we needed to block out the core concept and story - to on-board all key creatives
Raw footage:
This is the raw footage we shot in New York. The beauty of FOOH is the raw nature of them being shot in the real world, with natural, relatable imperfections. However, due to being in the real world, some elements are naturally un-predictable. Such as rubbish in-front of the store, cars on the street, pedestrians etc.
Hand painted, cleaned-up footage:
To achieve a ‘blank canvas’ our artists use traditional, movie techniques - to remove any un-wanted parts of the footage. It’s meticulous, however being agile whilst on set to capture the perfect lighting of ‘magic hour’ was extremely important to the art direction and story of this campaign. So we were able to plan ahead, gather the necessary reference from ‘on set’, to then later remove these un-wanted elements from the footage.