NEW YORK—In bustling New York City, getting passersby to stop and pay attention to a brand activation is no easy feat. But that’s exactly what Amazon Prime Video—along with a little help from global superstar Rihanna—managed to do on Sept. 25.
The activation celebrated Rihanna’s Savage X Fenty Show Vol. 3, which is now available to stream worldwide exclusively on Amazon Prime Video. The fashion runway special, the lingerie brand’s third installment, features performances from the likes of Nas, Daddy Yankee, BIA, Jazmine Sullivan, Ricky Martin, Normani and Jade Novah, with special appearances from other celebrities sporting the looks like Adriana Lima, Cindy Crawford, Emily Ratajkowski, Gigi Hadid, Troye Sivan, Vanessa Hudgens and more.
To draw attention to the new special, the brands tapped experiential marketing agency BMF, which created a traffic-stopping stunt in the middle of New York’s SoHo neighborhood, lighting up the windows at 477 Broadway with a live performance featuring models of all genders and body types, all donning the newest looks from the line. Neighboring windows showed clips from the show to further build buzz.
The live performance featured models of all genders and body types, all donning the newest looks from the line.Photo: Roy Rochlin/Getty Images for Amazon Studios
According to the BMF team, this felt like an important time—both culturally and from a health and safety perspective—to think outside the box when it came to an activation like this. The multifaceted consumer stunt drew inspiration directly from the Savage x Fenty Vol. 3 special and featured multiple touchpoints to both be inclusive but also to offer a sense of intrigue and exclusivity.
Sidewalk permits allowed space for a crowd to queue outside of the building, but the sidewalk was also kept open and accessible to draw attention from passersby.Photo: Roy Rochlin/Getty Images for Amazon Studios
There was thought and intention behind making the show eye-catching from multiple vantage points. Sidewalk permits allowed space for a crowd to queue outside of the building, but the sidewalk was also kept open and accessible for everyone. This layout was chosen both for health and safety reasons, allowing crowds to keep moving, but also to give passersby a very digestible piece of content. Each performance, or “act,” ran for about two minutes; there were four total acts within the activation, which mirrored the four acts of the Savage x Fenty Vol. 3 show. 
The music, lighting and overall flow was chosen to complement each model's specific outfits.Photo: Roy Rochlin/Getty Images for Amazon Studios
To further immerse attendees, BMF took the special's playlist and directed, cut and curated a unique soundtrack to match each of the acts, and lighting was chosen to match themes throughout the show. Each model was handpicked by the Savage x Fenty team, and the music, lighting and overall flow was chosen to complement their specific outfits. Stephen Galloway from theCollectiveShift directed the movement for each model, though models were also encouraged to improvise.
The BMF team also noted they were able to assess the crowd’s reaction in real time and adjust accordingly. For instance, between the first and second act, they decided to wait a bit longer than originally planned to start the next act after noticing passersby were intrigued with the visuals and the booming music. To further cultivate that sense of intrigue, BMF added an LED countdown clock and enlisted a street team to hold up signs that said, “If you know, you know.”
VENDORS
Audiovisual Production: Production Alliance Group
Brand Ambassadors: STAFFED INC.
Catering: Go Catering
Executive Creative Concept Development & Production, Influencer Engagement, PR: BMF
Fabrication: Taylor Inc
Hair: Factory Downtown
Location: Soho Lofts
Makeup: Fenty Beauty
Model Casting & Styling Production: Jorge Morales Fashion Services
Security: ISS & Sterling
