Nicki Minaj is the hottest female hip-hop star out there. She’s everywhere. In fact, she’s practically larger than life.

To help launch one of the most hyped fragrances of 2012, we created a very pink, very shimmery, and very glittery campaign. Oh yeah, and did I mention it was pink? 


Minaj à Moi
Translation: Minaj Me.
This interactive experience let fans channel their inner Nicki Minaj by giving them a chance to raid her dressing room. Once users uploaded their photo, they could choose from a variety of wigs, sunglasses, and even put on lipstick to complete their look. From there, they could share the Minajified photo to the gallery or to their social networks.

Nicki Minaj Pink Friday Website
Below you'll see the Pink Friday online experience.

The Pink Friday print ads debuted in the October issues of Vogue, Teen Vogue, Seventeen, and US Weekly.

YouTube Takeover

Pink Friday at Macy's

Shhh, it's a secret. BUT, please email me if you're interested in seeing the "Larger than Life" TV spot.
Agency: kbs+ / spies & assassins
CD: Andreas Baumert
AD: Samantha Siegel
AD: Michelle Sjoberg
CW: Casey Beck