NYC
BOOKING FOR JUNE 2025
HBO Max x Saks
And Just Like That...
YEAR2025
CLIENTSHBO Max
Saks Fifth Avenue
STUDIODE-YAN
FABRICATIONSpacecraft
PROJECT TAGSExperiential, Window Display, Interactive, Digital, TouchDesigner, Unreal Engine 5
To promote the new season of HBO MAX’s ‘And Just Like That...’, we created 5 key window displays at Saks Fifth Ave. that captured the grit and grace of living in NYC.
Each window is structured around artifacts from the series, providing a wink and nod for longtime fans, and an accessible entrypoint for new ones.
Each has their own unique interaction point. In one window — as you walk by, Carrie’s dress (created out of old newspapers) blows as if it’s being lifted by a subway gust.
In another, your presence scares away the pigeons in central park — revealing Carrie’s doppelganger JW Anderson pigeon purse perched on the bench.
Each window’s story is brought to life through interactive movement.
Street Shots
Window 1
Approach and fans blow the dress from below
Window 2
Carrie’s iconic blue manolo shoe made out of NYC anthora cups on kinetic wires
Window 3
Iconic purses from the characters in the show pass through a bag check scan revealling the contents inside.
Window 4
Approach and pigeons scatter, revealing Carrie’s JW Anderson pigeon purse.
Window 5
Approach and zoom into Carrie’s cosmo, where you can see a live feed of yourself on the street in her drink.
Info & Key Credits
RESPONSIBILITIES
Creative Direction
Design Direction
3D/Motion Direction
Interaction Design
Graphic Design
User Experience
key hbo CREDITS
director of Digital InnovationVictor Piniero
VP MarketingDana Flax
Global Marketing StrategistSamantha Garrison
HBO MAX MarketingKate Ajanassian
manager, digital innovationKendall Navedo
key saks CREDITS
Director, Business DevelopmentAlexandra Levin
Senior Director, Visual MerchandisingConnor Matz
de-yan CREATIVE TEAM
Creative DIRECTORSAdam Romano
Daria Semenova
ART DIRECTORLauren Lao
architects/3DJintong Mao
Grant Thorshov
Chase Doyle
DE-YAN Serbia
de-yan TECH ANd PRODUCTION
TechnologyDaniel Goggin
Chenshan Gao
Claudia Tay
Zach Kampf
Production/OperationsArianne Moore
Noel Edelstein
Chelsea Blockey
Laura Carttagena
Georgia Brodie
Pavle Popov
Adam Romano
Creative & Design Direction
BOOKING FOR JUNE 2025