Seven drops, one mood: make the city do the brand’s talking. We treated each flagship opening like an urban easter egg. All staged as found footage, not film set—the kind you replay twice because your brain argues with your eyes. Strategy was simple: connect street traffic and screen traffic so the opening feels inevitable. We mapped the drip to Aritzia’s own countdown—“Flagship opens soon” posts priming New York—then threaded in our mixed-reality clips from Vertex’s channels to widen the loop from locals to global window-shoppers. Hyper-real CGI, tight matchmove, light wraps that obey the weather; no flashy tells, just clean cause-and-effect the audience can read in a heartbeat. Result (per Vertex’s campaign recap): top-ranking Instagram videos in Aritzia’s history and serious earned reach—proof that when the environment becomes the interface, a store launch behaves like a city rumor, not an ad.