We’ve Got Your Butt Covered
What We Did
When SPANX wanted everyone in Times Square to know “We’ve got your butt covered!,” Brand Apart got to work!
Our team took on this fast and furious project to create a multi-screen billboard that spans the 25-story, 353-foot-high tower at 1 Times Square- a pinnacle view in the iconic Manhattan tourist location. SPANX is not just undergarment shape-wear anymore, ladies! It’s leggings, denim and pants that make you look and feel amazing!
In 4 weeks, we had this project designed, directed, shot, tested, edited and LIVE for all to see! After just 4 weeks of airtime, SPANX saw a 48% MoM increase in NYC metro area traffic. More than a billboard, this was a momentous occasion for the brand and a personal point of pride for founder, Sara Blakely.