Marc Jacobs Beauty x Google: How to New York

What happens when Marc Jacobs Beauty gets its hands on Google’s AI? How to New York was created using only Google tools, combining live action with Google’s AI suite to make a beauty campaign where self-expression doesn’t just transform your look, it reshapes the city around you.

As our hero moves through NYC applying Marc Jacobs Beauty, the city responds: streets shift, buildings transform and subway cars change. Google Veo enhanced the real footage rather than replacing it, so the hero stays real while AI transforms the world around her.

As Art Director, I created the key visual references in Gemini and made the campaign’s instrumental with Google Flow and Lyria. The work spans a 20-second hero film and five social cutdowns featuring six products.