Lexa Gates

Blurring the line between performance art and viral spectacle.

To introduce Lexa Gates, we designed a campaign that put her directly in front of audiences in real life and online. A bold live activation in Union Square placed her inside a glass-enclosed pop-up, turning a crowded city square into an unexpected stage.

A Silent Statement in the Middle of NYC

The Union Square activation wasn’t loud, but it was impossible to miss. Lexa performed inside the glass structure, drawing crowds who stopped, recorded, and shared—turning an unannounced performance into an organic social media event.

While the live activation created immediate buzz, the music video expanded the experience, bringing her debut to a wider audience. This two-part approach made her debut impossible to ignore, turning a single moment into a lasting presence.