In the heart of New York City, I produced evian’s first-ever US 3D digital out-of-home activation — a high-impact campaign that transformed Penn Plaza into a stage for sport, technology, and wonder. At the center of the creative, American tennis star Frances Tiafoe serves a ball that morphs mid-air into a snowball before bursting out of the screen in dazzling 3D. Passersby stopped, jaws dropped, and suddenly the city was swept into evian’s Mountain of Youth.

The flagship execution ran on massive digital display near Penn Station, one of the busiest gateways for fans heading to the US Open. Surrounding Outfront and JCDecaux screens extended the campaign with anamorphic illusions, wrapping the plaza in an immersive storytelling environment that merged evian’s Alpine heritage with Tiafoe’s unstoppable energy.

As Senior Producer, I oversaw creative execution, multi-agency coordination, and delivery of the 3D content across all platforms. My role was to ensure that every detail — from technical workflows to narrative impact — aligned seamlessly with evian’s youthful, dynamic ethos.

This campaign was more than advertising; it was a cultural moment. Studies show 3D DOOH can boost conversions by 40% and deliver 2.5x stronger brand recall versus static creative — and this activation proved it in real time. More importantly, it created a shared experience: a burst of playful energy that turned a busy commuter hub into a place of collective awe, cementing evian’s presence at the heart of the US Open.