BRIEF

To celebrate spring, Nuuly launched a series of hand painted murals showcasing the fashion rental brand's signature style and recognizable garment bag. The campaign focused on increasing brand visibility in trend-forward neighborhoods where fashion, creativity, and street culture naturally intersect.

Build

Overall Production hand painted four murals across New York and Los Angeles, combining street-level placements with high-impact wallscapes to maximize visibility. The campaign spanned the Lower East Side and East Williamsburg/Bushwick in New York, along with Silver Lake and Melrose in Los Angeles. The Lower East Side mural was especially notable as the neighborhood's only hand painted out-of-home mural, giving Nuuly a distinctive presence in one of New York City's most trend-forward neighborhoods.

Reveal

The murals featured fashion imagery, including Nuuly's iconic garment bag and seasonal looks styled on a model. One mural generated organic social buzz when the featured model stopped at our Lower East Side wallscape and documented her reaction to the hand painted mural. Nuuly later reposted the content, extending the campaign's reach beyond the physical murals while highlighting the craftsmanship behind the work. Overall Films also created a Bronze package video capturing all four mural builds, documenting the hand painted process across New York and Los Angeles, and providing Nuuly with a cohesive visual asset set for digital and social distribution.

Impact

Together, the four murals generated more than 5.2 million passerby impressions, delivering broad visibility across two of the country's largest fashion markets. By pairing handcrafted artistry with iconic neighborhoods and a mix of street-level and large-format placements, the campaign created memorable brand moments that stood apart from traditional advertising. Organic social engagement from both the featured model and Nuuly further amplified the campaign, bringing the murals to audiences beyond the street.