Some murals test our skills. This one tested our endurance.

When Primark tapped us to announce their rapid expansion across Brooklyn, Queens, Staten Island, Long Island, New Jersey, and now Manhattan, we set out to capture an iconic New York moment: Coney Island in all its color and energy. The result was an incredibly detailed pictorial mural with photorealistic precision featuring models styled in Primark fashion, set against a hand painted backdrop of the boardwalk, roller coasters, and cotton candy skies.

Bringing that vision to life was no small feat. Our team spent days on-site, working through rainstorms and racing against the clock to ensure the wall was completed in time for Fashion Week. Every stroke demanded precision, from the shimmer of a dress to the tilt of a Ferris wheel, and our painters did not cut corners. This mural is as close to perfection as brick and paint will allow.

Williamsburg was the perfect neighborhood for this project. Creative, trendsetting, and fashion-forward, it mirrors Primark’s identity and makes for a natural fit as the brand cements itself in New York’s style scene.

The impact speaks for itself. More than 740K+ impressions so far and counting, with passersby turning the mural into their own runway. It is not just an ad, it is an experience, a scenic wallscape that doubles as a backdrop for anyone ready to “love the look, adore the price.”

To make sure the story extended beyond the wall, Primark also selected our Silver Package video. Captured by our in-house content creation team, the film showcases the mural's evolution over time through a combination of time-lapse, b-roll, environmental shots, and final reveals. The edits deliver an immersive look at the process and the artistry behind the wall, making the campaign shine both in person and online.

For those unfamiliar, Primark is a global retailer offering fashion-forward clothing, home, and lifestyle products at unbeatable prices. Known for making style accessible without sacrificing trend, they have been rapidly expanding in the U.S., and this mural marks another milestone in their growing presence.

This project pushed us to our limits, and that is what makes it unforgettable. We may never look at Coney Island the same way again.