100 Avenue A

To brand this new residential condominium in the East Village targeted at young, first-time buyers, IF Studio hired local artist Trina Merry to body paint models with the logo and iconic neighborhood spots and camouflage them with the building finishes and amenities. In other words—wear your lifestyle on your skin in a bold statement of self-expression. The campaign garnered unprecedented attention on social media and PR buzz and sold at the highest price yet per square foot in the East Village.