FIFTH HOUR THOUGHTS
CLIENT - eos
DATE - July 22, 2025
PROJECT - Crème de Pistachio Body Lotion Activation
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Create a consumer-facing experience in New York City to launch eos’ new Crème de Pistachio 24H Moisture Body Lotion.
THE IDEA - EOS’ CRÈME DE LA COOL POP-UP
Summer in New York means soaring temperatures, sizzling sidewalks, and shorter shorts. When the city heats up, smooth skin is non-negotiable.
So we turned eos’ 24H Moisture Body Lotion into a summer skin solution that melts into your skin—not off it.
THE EXECUTION - eos brought cool relief to one of NYC’s busiest public plazas, turning up the chill just when the city needed it most.
The centerpiece was a giant branded eos ice cube, with eos products frozen inside and waiting to be revealed.
Surrounding the cube, a sensory cooling zone invited consumers to chill out with pistachio-scented mist, lotion sampling stations, branded ice cream, and a relaxing lounge area—creating an immersive expression of the product’s cooling, melt-in moisture story.
PRESS -
Brand Innovators, Event Marketer