Case Study

Half Magic Beauty

A dual-market Wild Posting® campaign across Los Angeles and New York for Half Magic Beauty’s limited-edition Euphoria collection — 49.5 million impressions in the neighborhoods where its Gen Z audience lives.

49.5M

Total Impressions

2

Markets (LA + NYC)

8

Piece Collection

Apr 2026

Collection Launch

The Client

Half Magic Beauty is an expressive color-cosmetics brand founded by Emmy-winning makeup artist Donni Davy — the creative force behind the iconic looks of HBO’s Euphoria. The brand makes high-impact, colorful makeup that turns creative artistry into something anyone can play with, spanning eyes, lips, cheeks, complexion, glitter, face gems, and tools. Its audience skews Gen Z and younger Millennial — beauty-, fashion-, and culture-obsessed consumers who treat makeup as self-expression rather than routine, and who prize individuality, experimentation, and inclusivity. Sitting at the intersection of beauty, fashion, and entertainment, Half Magic is a natural fit for bold, highly visual, culturally embedded advertising.

Campaign Goal

Launching the Euphoria collection where the culture lives

Generate awareness and excitement for Half Magic Beauty’s limited-edition Euphoria × Half Magic collection — an 8-piece makeup universe built from the beauty moments that defined the show, launching April 29, 2026. The Wild Posting® campaign was activated across Los Angeles and New York to build a highly visual, street-level presence in the two markets where Half Magic’s young, culture-driven audience lives, shops, and socializes.

The Challenge

Getting bold creative into the right neighborhoods

There were no major barriers on this campaign — the priority was precision. Half Magic wanted maximum placement density in the specific areas its target audience frequents across both Los Angeles and New York. The strategy leaned into Wild Posting® as a natural extension of the brand’s bold, colorful identity: large-format, street-level artwork built to hold its own visually, concentrated in the neighborhoods where the Half Magic audience already spends its time.

Campaign Solution

Street-level, culturally embedded, unmistakably Half Magic

Rather than a traditional format, Wild Posting® gave the launch an organic, immersive presence right where Half Magic’s audience already is. The brand’s eye-catching Euphoria creative was tailor-made for large-format street placements — and clustering those placements in culturally relevant neighborhoods across LA and New York delivered repeated, high-frequency visibility that felt authentic rather than advertised.

Melrose Avenue, LA

Beauty & fashion corridor

Fairfax District, LA

Streetwear & youth-culture hub

Abbot Kinney, Venice

Trendsetter shopping strip

SoHo, NYC

Retail & beauty epicenter

Williamsburg, Brooklyn

Gen Z creative scene

Lower East Side, NYC

Nightlife & culture district

Implementation

Two coasts, two of the most competitive markets in the country

Wild Posting® across Los Angeles and New York, concentrating placements in and around the high-traffic areas Half Magic identified as home to its core audience. Installation teams secured strong, targeted coverage in both markets, pairing the collection’s bold artwork with the streets, storefronts, and corridors where beauty and youth culture converge.

Results & Engagement

49.5 million impressions across LA and New York

The campaign generated an estimated 49.5 million general-market impressions — 21,168,000 in Los Angeles and 28,350,000 in New York — blanketing both cities with high-frequency, street-level exposure around the collection’s launch. The activation was amplified on social, featured on Half Magic’s Instagram.

"Wild Posting® was the perfect canvas for this drop. Our artwork is made to be seen big and bold, and having it take over the neighborhoods our fans walk through every day made the whole launch feel alive."