Essence Festival · New Orleans · 2023
BeautyCon × NYX
One festival. Two ways to own the moment.
At Essence Festival 2023 in New Orleans, BeautyCon brought red-carpet Glambot films to the crowd while NYX Professional Makeup created playful Fish Eye Booth guest videos. Two distinct branded activations, each built around self-expression.
Watch the experienceLive credibility
Trusted in the room. Seen beyond it.
Produced forSphere
Produced forChoctaw Casinos × ACM Awards
Produced forLTIMindtree
At the eventPennzoil 400
Event activationNYX Professional Makeup
Produced forBeautyCon
At the eventEssence Festival
Sponsor activationPepsiCo
Produced forModelo
Produced forInformatica
Produced forNextiva
Produced forNRL
Produced forAdidas
Produced forCollege Football Playoff
Produced forDatabricks
Produced forYouTube Creators
Produced forMotorola Solutions
Produced forOpenText
Produced forNetApp
Produced forNasdaq
Produced forNASCAR
Produced forPetSmart
Produced forPetco
Produced forCaesars Entertainment
Produced forTELUS Digital
Produced forBODYARMOR01 / THE OPPORTUNITY
An experience with
a clear purpose.
The brief
Give beauty audiences at Essence Festival two distinctive ways to express themselves on camera, with a different visual identity for each brand.
The creative response
BeautyCon used directed robotic cinema for a red-carpet performance. NYX used an immersive circular, illuminated setting and a fish-eye perspective for playful branded guest films.
- Experience
- Glambot films & branded guest content
- Environment
- Brand event · Festival
- Objectives
- Crowd attraction · Social content
DOCUMENTED EVENT ACTIVITY
Real participation.
A documented record.
BeautyCon · Essence Festival 2023
- 660
- Video files reported in the handoff
Source: July 2023 post-event organizer handoff. Reported video-file count, not unique guests, social shares or views.
NYX · Essence Festival 2023
- 1,016
- Video files in the event archive
Source: NYX event-video archive, reviewed September 19, 2026. Inventory of nonempty MP4 files in the NYX archive. Files can include retakes or repeat guests; this is not a session, attendance, social-reach or unique-content count. Separate from the BeautyCon handoff.
See the BeautyCON robotic cinema experience at Essence Festival: expressive guest performances, directed camera movement and a finished film to take away.
02 / THE EXPERIENCE
The spotlight, made personal.
A few standout guest moments from BeautyCON at ESSENCE Festival. The red heart set, expressive camera movement and individual personalities made each film its own.
NYX PROFESSIONAL MAKEUP / ESSENCE FESTIVAL 2023
A different perspective.
The same festival energy.
Alongside the BeautyCon Glambot activation, NYX brought guests into an illuminated Fish Eye Booth. A circular frame, radial lights and vibrant campaign graphics turned each pose into a distinctly NYX guest film.
Confidence in the spotlight
A guest brings expressive movement into the circular NYX setting, framed by radial lights and campaign artwork.
A look worth sharing
A guest poses inside the NYX Fish Eye Booth, with the wide-angle perspective making the branded environment part of the performance.
Better together
Two guests share a playful moment in the NYX installation. The finished film keeps the brand visible around their interaction.
One event. Distinct brand experiences.
BoothMeUp executed and oversaw the NYX activation, including the guest-video experience and onsite delivery. These films document that separate activation; the BeautyCon video-file total above applies only to BeautyCon.
Fish Eye Booth is part of our past-work portfolio and is no longer a current offering. The creative principle still applies: build the setting, camera perspective and takeaway around the brand.
03 / BEHIND THE EXPERIENCE
Designed for the guest.
Built for the event.
Every detail had a job.
For BeautyCon, BoothMeUp provided the motion-control system, cinematic capture workflow, guest direction, safety planning, content treatment, and live technical operation.
What guests took away.
The July 2023 post-event handoff reported 660 BeautyCON video files for organizer download. Each film carried a guest’s performance beyond the red carpet, while the agency received access to the event collection. This is a video-file total, not a count of unique guests or social shares.
04 / THE SCOPE
What BoothMeUp delivered.
- 01Motion-control robotic cinema
- 02Guest performance direction
- 03Custom content treatment
- 04Live safety and technical operation
- 05Social-ready video delivery
Bring these formats into your next brief.
Explore the experience pages for guest flow, customization, production planning and more examples. Your proposal defines the equipment and scope for your event.
YOUR NEXT EVENT
Make it your audience’s moment.
Start with the people, the space and the feeling you want them to leave with.