KISS USA and The Berry take over a Manhattan street to promote their hottest new gel nail product.

The creative team at The Berry together with KISS USA launched a social campaign that not only showcases the Salon X-tend lamp product in an exciting and stylistic fashion but also demonstrates it in action. This approach allowed viewers to be both impressed and informed in equal measure.

In the film, the Salon X-tend LED lamp dramatically stops NYC traffic before an otherworldly, goddess-like hand reaches out of a nearby billboard to try out the product. The use of digital billboards effectively provides supplementary information about the product, giving customers a step by step preview. 

The film received outstanding online engagement, achieving a record-breaking performance on KISS’s channels with over 250,000 views in less than 24 hours, and captivated a highly enthusiastic audience of cosmetics fans across the globe. It was shared across multiple platforms, including Instagram, TikTok, YouTube, and Facebook.

The CGI process utilised a range of techniques, including 3D modelling of the product from scratch to achieve an uncanny resemblance, texturing and rebranding CGI taxis to appear photorealistic within the scene, as well as 3D rigging and hand-animating (no pun intended) a glamorous human hand. These VFX and CGI elements were then composited into a live-action plate shot by The Berry team in NYC. By capturing a 360-degree HDRI image on location, the VFX team could create and use an accurate lighting reference for the CG elements, seamlessly integrating them into the shot with life-like light, shadow direction, and reflections, making them all appear as though they were actually present in the shot.