SHADOW

Behind every IRL brand experience is a whole lot of work you don't see. For NATURIUM's biggest skincare launch of the year, that meant bringing a tech-inspired skincare upgrade to life. To support Naturium's biggest skincare launch of the year, we partnered with the brand to turn the familiar ritual of a tech update into an IRL upgrade for the new Multi-Active Exosome Serum. Inspired by a sleek tech storefront with a retro twist, the interactive pop-up invited guests to send skin signals through a kinetic wall, snap Polaroids and digital camera pics, and install their own SkinOS update featuring the new serum. From the concept to installation, SHADOW's experiential, creative, and beauty teams worked alongside Naturium to bring the idea to life. Update: complete. Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Brian Vaughan Erica Larsen Jamie D'Attoma Shay Phillips Sara Lieberman Matthew Owens Danielle (Marmel) Zausner

We believe good insights are meant to be shared. That’s why we invited our friend Ashley Rutstein, the marketing pro behind @StuffAboutAdvertising, to share her take on the industry news you need to know and trends you’ll see next. Scroll through for some of Ashley’s wisdom, then give her a follow: https://lnkd.in/edK8cRw8 https://lnkd.in/ej_aqu_x For more trends, insights, and advertising news, send us a message, and we’ll opt you in to our SHADOW newsletter. Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Brian Vaughan Erica Larsen Jamie D'Attoma Shay Phillips Sara Lieberman Matthew Owens Danielle (Marmel) Zausner

Last night, Brad Zeifman and Liza Bychkov-Suloti stepped out of the shadows to celebrate SHADOW being honored on the The PR Net 100 List at the annual Gala, marking our fourth consecutive nomination. We may need a bigger trophy shelf. We’re grateful for The PR Net’s continued recognition alongside some of the industry’s standout names, and we’re proud of our team for raising the bar year after year. “Building buzz is in SHADOW’s DNA, and PR has been central to that equation since day one. As we approach our 20th anniversary, it remains a crucial tool alongside the rest of our capabilities in creating work that shapes culture and lights up your group chat.” – Liza Suloti, SHADOW Co-Founder and Chief Communications Officer. Thank you, The PR Net!

We love to win and we’re not slowing down anytime soon. We’re honored to share that, for the second year in a row, ADWEEK has named SHADOW to its Fastest-Growing Agencies List. Things move pretty quickly around here. Luckily, fast-paced has always been our speed. “For nearly two decades, we’ve built SHADOW around staying close to culture, evolving alongside our clients, and creating work that gives people a reason to pay attention. It’s that constant push to keep moving and think differently that’s helped us grow without losing what makes us, us” said Lisette Sand-Freedman, SHADOW Co-Founder and Chief Visionary Officer. Huge thank you to ADWEEK for the recognition, and to our clients, team, and partners for the trust, collaboration, and willingness to keep pushing forward with us. Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Jamie D'Attoma Brian Vaughan Erica Larsen Shay Phillips Sara Lieberman Matthew Owens Danielle (Marmel) Zausner

We had a breakthrough. We won’t gatekeep it, but just know we’re *really* tempted to. In our latest campaign with The Estée Lauder Companies Inc., Bowen Yang confronts the ultimate moral dilemma: what do you do when you’ve discovered a skincare secret so good you don’t want to tell the group chat? With Ana Gasteyer as his therapist, the campaign follows Bowen as he unpacks his rested radiance, his Advanced Night Repair ritual, and the guilt of keeping it all to himself. Tapping into research showing that 85% of consumers consult their group chat before making a final purchase decision and that more than a quarter of purchases stem directly from those conversations, the campaign brings a tried and tested product into the place consumers increasingly turn for validation. Alongside Estée Lauder, we led the creative, scripting, casting, and production (braving multiple thunderstorms that threatened to shut us down). Consider yourself added to the chat and check out the work below.   CLIENT: The Estée Lauder Companies Inc. CREATIVE: SHADOW CASTING: SHADOW PRODUCTION: Huffman Creative DIRECTOR: Max Bartick DIRECTOR OF PHOTOGRAPHY: Peter Pascucci PHOTOGRAPHER: Jonny Marlow PRODUCTION DESIGNER: Peter Klein STYLIST: Michael Fisher GLAM: Evy Drew, Mariel Barrera, Matthew Monzon TALENT: Bowen Yang, Ana Gasteyer, Garrett Smith, Jacob Berne, April Tombs POST PRODUCTION: MODERN POST SOUND: Sound Goods Brad Zeifman Liza Bychkov-Suloti Lisette Sand-Freedman Michelle Sokoloff Brian Vaughan Erica Larsen Jamie D'Attoma Shay Phillips Sara Lieberman Danielle (Marmel) Zausner Matthew Owens

Consider your color officially covered. For our second campaign with amika, we brought the new Protector Collection to life with a character built around one very important job: keeping your color looking fresh long-term. Inspired by the confidence that comes with great-looking color, the campaign puts a playful personality behind a clinically proven collection that protects color for up to 40 washes. Because great color deserves great partners, we helped concept, script, produce and amplify alongside the team at amika. Check out the spot below: Amika Nandi Lauren Charkow State Management Warrior Queen Carlyn Hudson Myesha Evon Doria Santlofer Brenna D jerome Cultrera Orion Gordon Brad Zeifman Liza Bychkov-Suloti Lisette Sand-Freedman Michelle Sokoloff Brian Vaughan Erica Larsen Jamie D'Attoma Shay Phillips Sara Lieberman Matthew Owens Danielle (Marmel) Zausner

New semester. New campaign. Same first day jitters. Together with Google, we created “Begins Here,” a back-to-school campaign about the moments that define a new school year and how AI Mode in Google Search helps students search and shop their way through them. Starring Chloe East, Kiyan Anthony, and Malia Baker, the campaign follows three students through move-in, game day, and curtain call, with AI Mode helping them get ready for every milestone. We traded our desks for director’s chairs and spent three days bringing the stories to life at an actual school, where our holding area was an old home ec room (yes, there were ovens). So when we say we went back to school, we mean it. Dare we say…this was the best group project we’ve ever been a part of. Assignment complete. https://lnkd.in/gf2fzbEq https://lnkd.in/ggns6hr9 Google Stephanie Horton Benina Sax Sagal Mohammed Carlos L. Rosario Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Erica Larsen Brian Vaughan Jamie D'Attoma Shay Phillips Matthew Owens Danielle (Marmel) Zausner

ICYMI: Our friends at Beyond Yoga dropped glowzone, the brand's first high‑sweat performance line, and lit up the activewear conversation. Their biggest technical collection to-date cracked open a whole new lane for the brand, pushing Beyond Yoga deeper into performance with intention, innovation, and that signature‑smooth feel. As the brand’s media relations AOR, we took a surround-sound approach to press outreach, from wear-tests to trend roundups and more, securing coverage spotlighting Beyond Yoga’s evolution into performance and the category shift glowzone is already stirring up. Scroll through to see the buzz, and yes, we’ll be in a glowzone for the foreseeable future. Evan Clark WWD Sharon Edelson Forbes Danny Parisi Glossy Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Brian Vaughan Erica Larsen Jamie D'Attoma Matthew Owens Danielle (Marmel) Zausner Shay Phillips

Wondering what a day-in-the-life at a creative agency look like? We’re so glad you asked… At SHADOW, no two days look the same…and we like it that way. We thrive on curiosity, adaptability, and people who aren't afraid to jump right in. Sounds like your speed? Check out our open roles or join our talent pool on our website: https://lnkd.in/evNbrsbJ Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Erica Larsen Brian Vaughan Jamie D'Attoma Shay Phillips Sara Lieberman Matthew Owens Danielle (Marmel) Zausner

Nostalgia may be everywhere right now, but tapping into it well takes intention. As the trend accelerates, creatives and brands have to ask themselves: what's the right way in? ADWEEK turned to SHADOW’s Lisette Sand-Freedman Sand‑Freedman for her POV on how nostalgia can actually drive impact. Read her take in the article below (spoiler alert: she’s spot on.) https://lnkd.in/ereCGWKG Thanks to Rebecca Stewart for her partnership with this piece! Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Jamie D'Attoma Brian Vaughan Erica Larsen Shay Phillips Sara Lieberman Danielle (Marmel) Zausner Matthew Owens