SALLY HANSEN SLAM DUNK
American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative American Express Shiraz Creative
Shiraz led with a refined design strategy, creating a fully custom environment that balanced clean sophistication with bold visual moments. Rather than leaning into a playful or overly saturated palette, our team crafted an editorially inspired space that allowed the product to shine. Guests entered through an LED-lit tunnel filled with stadium-style sound, immediately immersing them in Jared’s world. Inside, real-time manicures by celebrity nail artists offered an exclusive preview of the new collection, while Nike shoe and hoodie customization stations brought a stylish, streetwear edge. A curated cocktail bar and content ready photo moments helped sustain the energy and interaction throughout the night. Each corner was built for content, maximizing social shareability with unique backgrounds and perfect lighting.
STRATEGY
EXECUTION
The event was a clear success, bringing together the worlds of beauty and sport in a way that felt fresh and culturally relevant. The atmosphere was warm, energized, and highly engaging, with guests sharing content in real time across platforms. Media coverage from BizBash and Event Marketer amplified the event's reach, while Jared himself called it his "biggest success off the court." For Sally Hansen, this was more than a launch. It was a standout brand moment that celebrated identity, creativity, and connection.
RESULTS
REACTION
900+ Guests (Sold Out to Capacity)
14% of Ticket Purchases were New Users to Resy
117 Pieces of Media Coverage
34.5K Organic Video Views
60K+ Influencer-Based Impressions
To celebrate the launch of Sally Hansen’s Miracle Gel collection in collaboration with NBA star Jared McCain, MMC partnered with Shiraz Creative to design a high-impact experience that felt as bold and expressive as the collection itself. The challenge was to merge three distinct brand narratives into one cohesive moment: Sally Hansen as a beauty innovator, the vibrant new product line, and the client’s elevated creative vision. With just 80 invited guests, including Jared’s friends, family, and influencers, the event needed to strike a balance between exclusivity, creativity, and cultural relevance.
CHALLENGE
OPPORTUNITY
“Tonight is my biggest success off the court” - Jared McCain 76er’s Guard
