Netflix’s 3D billboard in Times Square allows the company to be reactive to fans. There will be hair tutorials on TikTok in Germany, makeovers with influencers in France and a fashion show featuring a musical performance in Sao Paulo, Brazil. will celebrate iconic Black hairstyles inspired by Queen Charlotte’s regal hair by highlighting Black beauty influencers around the world. Meanwhile, Brazil, Germany, France and the U.S. “For the musicians, for Alicia, for the song, for the show and being able to bring all of this together.”īut the worldwide campaign didn’t stop with music, with Gillyard noting that marketing in “every region is a little nuanced.”įor instance, an immersive crown made of shimmering lights will hang in the Gallerie La Reine in Belgium, and a float made entirely of flowers was featured in the Netherlands’ iconic Flower Festival Parade. “It was really a magical moment,” Gillyard said. In addition to the song’s reimagining, Netflix brought the musicians to London for a music video, with Diane Martel, the “If I Ain’t Got You” music video director, returning to helm the shoot.
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