We’ve Got Your Butt Covered



What We Did

Creative Direction

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.


People across our team saw this video this morning and agreed that this is one of the best (if not THE best) creatives that we've run here at 1 Times Square. Amazing work and so glad we could partner with you guys to bring this to life!


New Traditions Media