SEPTEMBER 2017

ACTIONS ON OUR SCREENS

SEPHORA PRESENTS SINGER RIHANNA ALONG WITH THE FENTY BEAUTY MAKE-UP LINE

To present the Fenty Beauty by Rihanna make-up line in Spain, the perfume chain Sephora used Cines Callao’s outdoor screens in Madrid, with the collaboration of the Wildbytes agency, to carry out an augmented reality action where several products from the cosmetic line flew above a packed Callao Square, with thousands of fans awaiting the famous singer.

The event was bursting at the seams, organised by the Wildbytes agency. It also included an almost real-time broadcast of entertaining images of celebrities and influencers who attended the event on Callao’s outdoor screens, recorded a few minutes before on a set built for the occasion inside the cinema. The audience in the square got to see several guests jumping on a trampoline, shaped like the Killawatt Freestyle Highlighter, or swing, just like Rihanna did, on a GlossBomb XL. These shots will be used in a video that Sephora Spain will be shortly posting online and on social media to promote Fenty Beauty.

Thousands of people came to Callao Square to catch an up-close glimpse of singer Rihanna, who came to Cines Callao to present the new Fenty Beauty make-upline, launched by Sephora.

The cinema was converted to a set, with different filming locations to record the promotional video for the launch, with the participation of several celebrities and influencers, in addition to Rihanna herself. The images were broadcast in almost real time on the screens outside the cinemas, rotating with the brand’s advert and an augmented reality action where the new make-up line products flew over the square. Thousands of fans were awaiting the famous singer’s arrival.

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