Scent Beauty × Sabrina Carpenter
Sabrina Carpenter Billboard Campaign Leaves Quite an Impression on NYC
Cherry Baby on the streets of New York.
For Scent Beauty’s Cherry Baby fragrance campaign, part of Sabrina Carpenter’s Sweet Tooth collection, I adapted supplied creative assets for six billboard placements across New York City, including Times Square and Madison Square Garden.
The project focused on translating the campaign artwork into layouts suited to each placement’s dimensions.
My role
Layout design using supplied campaign assets.
I arranged the imagery, branding, and messaging to fit each billboard format, adapting the existing creative into placement-specific compositions.
Campaign highlights
Reported campaign audience on the 7th Avenue Marquees near Madison Square Garden
NYC billboard placements
Positioned for a sold-out moment.
The 7th Avenue Marquees were strategically located near Madison Square Garden for Sabrina Carpenter’s sold-out Short n’ Sweet Tour show on September 29, 2024. The placements put the Cherry Baby campaign near the venue as fans arrived for the concert.
Adapting the layout.
The different proportions called for adjustments to image placement, scale, and spacing. The corner billboard added another consideration: how the composition would read across two sides of the display.
Across all six placements, the goal was to preserve the campaign’s visual identity while making the supplied assets work within each format.
The campaign in place.
