By bringing influencers together for an immersive, spring‑break–inspired brand trip centered on effortless, warm‑weather texture, we created a buzzworthy IRL moment that deepened brand affinity, sparked culturally relevant content, and drove meaningful engagement by letting creators authentically experience, use, and showcase NYM’s haircare essentials in the environment where they will perform under pressure.
I worked with the VP of Creative to create an iconic and relevant set of experiences that were highly photographable and fun. The experiences included 90’s style airbrushed shirts and vacation GRWM suites (think the tiny vacation braid), branded jet skis, boats, and beach yoga. I worked with the CD at Not Your Mother’s to further flesh out the visual aesthetic of the event and worked with a fabricator to bring the custom pieces to life.