SHADOW

NEW WORK: AMERICAN EAGLE’S DENIM DELI POP-UP IN NASHVILLE We’ll take the Denim Delight combo with a pickle and chips, please … and speaking of combo, what ‘pairs’ more perfectly together than great denim and a delicious deli!?! This is where our creative minds went when longtime partner American Eagle Outfitters Inc. tasked us with conceptualizing and designing an activation that would engage Gen Z in a fresh, culture-first way. Enter The Denim Deli, produced by our SHADOW experiential team. The two-day pop-up in Nashville’s 12 South blended AE’s signature fits with custom-branded sandwiches, live music, and interactive experiences — a formula that proved to be the perfect recipe for success. Over 1,000 attendees lined up in the heart of Music City for free sandwiches from Mitchell Deli and a chance to “Live Their Lives” with AE by way of customization and special giveaways. Our Celebrity and Influencer Relations team partnered with Nashville’s very own Chase Stokes and The Montana Boyz to stop by the deli and work the crowd. Leaning into the local music scene, we came up with the idea of hosting an ‘open mic’ where over 50 aspiring singers and songwriters participated to share their latest hits, and based on the true talent that graced our stage, we hope a few of them walked away with a record deal. From a fully custom denim wall and pickup truck to custom receipts with dares for those adventurous enough to try, no moment was left unbranded, making the Deli a true extension of the brand. A huge special thank you to our long term partners American Eagle Outfitters Inc. who continue to inspire us daily! Thank you Jennifer Foyle, Craig Brommers and Ashley Schapiro for believing in your shadows.? Check out some of the initial rollout of press below secured by our media team. Glossy: https://lnkd.in/e8i_pkCz WWD:? https://lnkd.in/dEPcfZsu Brad Zeifman Lisette Sand-Freedman Liza Bychkov-Suloti Michelle Sokoloff Sara Lieberman Jamie D'Attoma Brian Vaughan Erica Larsen Rachel D’Amico Shay Phillips Danielle (Marmel) Zausner Matthew Owens

American Eagle didn’t just pop up in Nashville, we popped INTO Nashville. Introducing the Denim Deli. Our activation in country music’s capital was mobbed all weekend. It featured friends of the brand. Including Chase Stokes of “Outer Banks.” Plus, a musical performance by Abby Anderson. I’m so proud of our team’s attention to detail. A denim-covered truck. An open mic. Old school posters around town. Even custom denim sandwich wraps and condiments. The Denim Deli in Nashville is a continuation of our strategy to meet Gen Z in the spaces and places that matter most. And we will continue to double down on city-specific brand experiences to reinforce that Gen Z’s #1 selling jeans are not just a product - it’s a lifestyle. Where to next!

NEW WORK: BEAUTY SLEEP DUPE FT. KRISTEN BELL FOR ESTéE LAUDER Happy Monday! Are you…tired? Do you wish you could buy a few more hours of sleep? Honestly, that sounds like a dream. Well, wake up! We’re happy to report that Kristen Bell discovered a new beauty sleep dupe from Estée Lauder in our latest campaign together. Estée Lauder, the Night Skin Science Expert, introduced a revolutionary claim for its Advanced Night Repair Serum: it visibly repairs the look of tired skin (trust us, we’ve been there) in just three nights. The campaign shows Bell repeatedly awaking in shock at how well-rested she looks despite getting less than six hours of sleep each night, all thanks to Estée Lauder’s beauty sleep dupe. It’s no surprise then, she wastes no time telling all her friends: “Everybody needs this.” We led the creative, scripting, production, and press for this one, so it’s safe to say we’re ready for some R&R. If you saw us looking tired on Zoom, no you didn’t. And make sure you bring your Advanced Night Repair to your next all-nighter...and then share it with all your friends Can’t get enough of Kristen Bell? We don’t blame you. Get a BTS look at the campaign below. Adweek: https://bit.ly/4iXhAk8 ELLE: https://bit.ly/4iYsbvb People: https://bit.ly/4hJkKad Marketing Dive: https://bit.ly/4hDOFk9 CREDITS: SHADOW: Lisette Sand-Freedman, Brian Vaughan, Danielle (Marmel) Zausner ESTEE LAUDER: Jennifer Johns, Matthew Parr, Emily K, Christopher Ryan Vaughan, Cyndi P. CREATIVE: SHADOW SCRIPT: SHADOW PRODUCTION: SHADOW DIRECTOR: Max Bartick DIRECTOR OF PHOTOGRAPHY: Kai Saul PHOTOGRAPHY: Ali Mitton PRODUCTION DESIGNER: Alessandro Marvelli STYLIST: Angelica Baez-Chavez HAIR: Jenny Cho MAKEUP: Simone Siegl EDITORIAL: Danielle Minch / MACKCUT VFX, GFX: MACKCUT COLOR: Rare Medium TV SOUND: Sam Shaffer / MACKCUT

NEW WORK: SERENA WILLIAMS X JANIE AND JACK Game, set, match(ing) with mom! Our Fashion & Retail team launched Serena Williams' debut children's collection with Janie and Jack, featuring the professional athlete, entrepreneur, and mom alongside daughters Olympia and Adira in their first campaign together - Where Love Meets Style. You know what they say: the family that slays together, stays together. SHADOW led the casting and PR rollout, and we'd call it an ace. Does this make us the GOAT of creative marketing?? Janie and Jack, Parnell Eagle, Dean Silbersack, Tracy Skibo, Cindy Huske, Lexi James Tawes, Jenna Pardini

Ad Age named our 2024 "Judge Beauty" Big Game spot with E.L.F. BEAUTY one of the most inclusive and diverse Super Bowl ads of all time, stating it "makes clear that high-quality makeup isn't just for a select few, it's for everyone, no matter your age, gender, or background." We’re so honored to have our past work continue to be recognized by our industry. Touchdown?! We take a lot of pride in our approach to casting here at SHADOW – it’s a deeply intentional process that we believe has the power to make our creative work soar higher – and we're honored to be recognized alongside these legendary campaigns. Lisette Sand-Freedman, Brad Zeifman, Michelle Sokoloff, Liza Bychkov-Suloti, Brian Vaughan, Jamie D'Attoma, Erica Larsen, Rachel D’Amico, Shay Phillips, Sara Lieberman, Matthew Owens, Danielle (Marmel) Zausner

We are so excited to announce the addition of two longtime SHADOWs to our Executive team: Danielle (Marmel) Zausner and Matthew Owens. Danielle started at SHADOW 11 years ago as a bright-eyed, eager intern. The industry has been in a constant state of change since then, but Danielle's ability to choreograph the chaos around us remains steadfast. She has made significant contributions in building our beauty division, and she brings her strong, respectful and reliable point of view to everything she does. Matthew dove head first into SHADOW as an Account Executive nearly 10 years ago, using his distinctive charm and wit to get us to notice his uncanny ability to make hard work fun. Matthew never just sits back and watches, always raises his hand for new opportunities, and continues to make SHADOW his own every single day. Both Matthew and Danielle have had a transformational impact on our agency and have consistently exemplified our core values, but what stands out most is their ability to "meet the moment." Danielle and Matthew continue to rise to the occasion, adapting quickly and inspiring their teams to do the same. We can't wait to continue to watch them shine in their new, key leadership positions. Lisette Sand-Freedman, Brad Zeifman, Michelle Sokoloff, Liza Bychkov-Suloti, Brian Vaughan, Erica Larsen, Jamie D'Attoma, Sara Lieberman, Rachel D’Amico, Shay Georges

2025 PR Power List Spotlight: SHADOW "We built SHADOW on the principle of unwavering partnership," founder Brad Zeifman tells Observer of the now 18-year-old PR firm he leads with partners Lisette Sand-Freedman, Michelle Sokoloff, Liza Bychkov-Suloti, Brian Vaughan, Erica Larsen and Jamie D'Attoma. One of SHADOW’s standout achievements last year was e.l.f. Cosmetics’ “Judge Beauty" Super Bowl campaign, featuring Judge Judy. The campaign delivered over 105 billion media impressions and multiplied traffic to e.l.f.’s website. Other highlights include Estée Lauder’s “Night Night Club,” a social-first skincare campaign starring Nicole Richie that garnered over 8 billion impressions, K18’s "Feel What’s Possible" campaign with Simone Biles, Android’s A.I.-driven fall campaign, and Sony’s Olivia Rodrigo-fronted "For The Music" launch event. To what does Zeifman credit SHADOW's success? Forging trust, fostering talent and taking risks on big ideas. Read the full profile:? https://lnkd.in/emSuJXdM #observerpowerlists #PRPowerList

NEW WORK: CLOUD SKIN FT. MEGHAN TRAINOR FOR E.L.F. BEAUTY Who knew Meghan Trainor's 2025 bingo card would include “pilot”?! Well, buckle up —because things are about to get a little e.l.f. ing glowy! From forecasting glowstorms to reporting on beauty crimes in court, we are BACK with our beauty bestie, Meghan Trainor, who whisked us away to E.L.F Cosmetics’ NEW Destination: Cloud Skin; and trust us, you’ll want a one-way ticket to soft-focus, dreamy complexion! Let’s be real, no one does in-flight entertainment quite like e.l.f. & Meghan. It’s giving ALL ABOUT THAT BASE, soft-focus vibes, and a dreamy, glow-so-bright-it’s-a-no-fly-zone-on-this-level energy. We were proud to soar skyward on this one, leading the creative development, scripting, casting, production, and PR roll out. Big glowy thank yous to our partner in e.l.f., to Meghan for her absolute hilarity and creative collaboration, and the entire crew of talented humans that helped bring this to life and land it in your feeds. CREDITS: CREATIVE: SHADOW CASTING: SHADOW SCRIPT: SHADOW PRODUCTION: SHADOW and Huffman Creative DIRECTOR: Jake Wilson DP: Federico Tamburini PHOTOGRAPHY: Jimmy Marble PRODUCTION DESIGN: Zack Friedman STYLIST: Allison Cartagena HAIR: Dimitris Giannetos MAKEUP: Alison C MUA EDITORIAL: Digital Sword VFX, GFX & COLOR: Chris Colby and Digital Sword SOUND: Huffman Creative

Tick-tock for TikTok? One of the most popular social media apps in the U.S. has brands, agencies, and creators searching for alternative platforms and strategies when it comes to sharing content amid its potential ban, which will be determined this month. It’s a looming thought for the millions of active users—and SHADOWs (we love to scroll, too). As the world braces for TikTok’s uncertain future, our fearless Co-Founder and Chief Visionary Officer, Lisette Sand-Freedman, recently shared her insights with The New York Times. “The brands are going to be OK. It’s all those incredible nobodies who became somebodies and started making real money and building their lives from it—they’re going to be affected.” Longtime SHADOW client Craig Brommers, CMO of American Eagle Outfitters Inc., also offered his two cents on the fate of the platform: “Remember when Vine was extremely hot? Remember Clubhouse, remember BeReal? This potential ban reminds me as a marketer that things come and go, even if this one would be on a scale none of us have seen.” Penned by Sapna Maheshwari, take a scroll through to read the full story for more! Lisette Sand-Freedman, Brad Zeifman, Liza Bychkov-Suloti, Michelle Sokoloff, Brian Vaughan, Erica Larsen, Jamie D'Attoma, Rachel D’Amico, Shay Georges, Sara Lieberman

No gatekeeping here! SHADOW Co-Founder and Chief Communications Officer?Liza Bychkov-Suloti was recently featured on Fashionista, sharing her insights on viral marketing and what makes beauty brands stand out from the crowd. Check out the full interview at the link below...this one is worth the scroll. Brad Zeifman, Lisette Sand-Freedman, Michelle Sokoloff, Jamie D'Attoma, Erica Larsen, Brian Vaughan, Rachel D’Amico, Sara Lieberman, Shay Georges