Mugler elevates outdoor advertising with the launch of Alien Hypersense, an otherworldly fragrance brought to life through a groundbreaking 3D experience in Madrid’s Callao City Lights.
The Alien effect at Callao City Lights
In the heart of Madrid, a giant CGI hand bursts from the digital façade, clutching the Alien Hypersense perfume bottle and creating a hyper-real moment that stops passersby in their tracks. The surreal illusion seamlessly blends art, technology, and the brand’s DNA.
@alvaro_penalba_ Alien Hypersense #mugler #alienhypersense #muglerangel #perfume #CGI ♬ sonido original - alvaro_penalba_
Crafting the surreal: design and execution
Featuring Anok Yai, the visual campaign merges deep violet hues, metallic reflections, and transformative motion effects. The Alien aesthetic—bold, mysterious, and celestial—is captured perfectly in this larger-than-life digital installation, where the bottle seems to transcend dimensions.
Impact and visibility
During its week-long run, the campaign generated over 5 million impressions. Viewers recorded and shared the installation across platforms, amplifying its reach globally. At night, the glowing visuals intensified, turning the square into a living light show of brand power.
When luxury meets DOOH innovation
This campaign highlights how luxury brands can use 3D DOOH to create cultural moments rather than static ads. By merging design, storytelling, and location, Mugler made the city itself part of its narrative—an invitation to feel Alien’s hypnotic energy.
FAQs about this campaign
What is the Mugler Alien Hypersense campaign?
It’s a 3D DOOH activation at Madrid’s Callao City Lights featuring a CGI hand reaching from the screen to grab the Alien Hypersense perfume.
Who stars in the campaign?
Model Anok Yai fronts the campaign, embodying the brand’s futuristic and powerful aesthetic.
Where was it displayed?
At Callao City Lights, one of Spain’s most iconic digital outdoor locations known for immersive 3D displays.
How did it perform?
The campaign achieved over 5 million views during its week-long run and generated significant buzz on social media.
Why is it significant for OOH?
It shows how 3D DOOH and CGI can turn urban spaces into experiential stages that amplify luxury storytelling.
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