NEW YORK CITY GETS A MARC JACOBS BEAUTY MAKEOVER
Marc Jacobs Beauty x Google: How to New York
What happens when Marc Jacobs Beauty gets its hands on Google Flow? New York gets a new look in this close collaboration.
For How to New York, we combined live action with Google’s latest AI tools to create a beauty campaign where self-expression doesn’t just transform your look— it literally reshapes the city around you. The playful creativity of AI comes to life without losing the raw unexpectedness that makes New York, well, New York.
A NEW KIND OF BEAUTY FILM
Our hero, Vienna Skye, moves through NYC, applying Marc Jacobs Beauty as she goes. With every product moment, the city responds: streets shift, buildings transform, subway cars change, and everyday New York gets increasingly unexpected.
New York–based director and cinematographer Mike Klubeck (Apple, Ray-Ban, Calvin Klein, Dior) shot the film, bringing an editorial, cinematic eye that reflects the brand's fashion pedigree.
Working with AI artist duo @EtherealMoon.ai, we used Google Veo to enhance the real footage rather than replace it. Our hero stays real. AI transforms the world around her.
The result is a fast-moving mix of beauty, fashion, live action and AI craft in 11 videos that turn New York into one big expression of Marc Jacobs Beauty.
TOOLS, NOT RULES
The campaign spans a 20-second hero film and five social cutdowns featuring 6 products: Heart On, Born Star, Legally Bronze, Joystick, Flashes, and Drawn This Way.
So what are the rules for “doing New York”?
Get going. Go, go, go. And go for it.
Because with the right tools, there’s no telling where your creativity—or your city—can go.
