SHADOW is a creative marketing agency built to conduct culture, pairing creative, casting, social, media relations, experiential, and production capabilities across fashion and retail, beauty, wellness, luxury and spirits, travel, CPG, and consumer tech. The agency spent the year deepening long-standing partnerships while adding new business across nearly every practice. For Google Shopping, the team placed the brand's Try On tool at the center of the cultural conversation, casting names such as Kirsten Dunst, Sarah Jessica Parker, and Lindsay Lohan, then produced an immersive experience for the New York premiere of The Devil Wears Prada 2 that recreated the film's RUNWAY offices. For Aerie, SHADOW revisited the platform it launched in 2014 with a Pamela Anderson campaign renewing the brand's commitment to never use AI-generated people, positioning Aerie as a leader in authenticity. The team also debuted its first global campaign for amika, "On Your Wavelength," shortly after signing on as the brand's media relations agency of record. An expanded e.l.f. Beauty relationship now includes celebrity and talent casting across the portfolio, with SHADOW leading media relations, casting, and an immersive event for the brand's debut haircare line. Experiential work surged as well, from a Google Shopping college tour to American Eagle activations at Stagecoach.
Leadership team:
Lisette Sand-Freedman, Co-Founder & Chief Visionary Officer
Brad Zeifman, Co-Founder & Chief Revenue Officer
Liza Suloti, Co-Founder & Chief Communications Officer
Michelle Sokoloff, Co-Founder & Chief Operating Officer
Jamie D'Attoma, Partner & Executive Vice President
Erica Larsen, Partner & Executive Vice President
Brian Vaughan, Partner & Executive Creative Director
Notable clients:
American Eagle, aerie, OFFL/NE by aerie, Unsubscribed, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, Express, Herschel, Claire's, Beyond Yoga, Marc Jacobs, e.l.f. Beauty, Estée Lauder, eos, Every Man Jack, Cadillac, 1 Hotels, Zero Bond, Sartianos, The Mercer Hotel, Cuerno, Sony Electronics, Eyebuydirect, Saint James Iced Tea, Google Shopping, Supergoop!
New clients:
amika, Aerin, Aspen Vodka, Bonobos, Dove, e.l.f. Brands, Exuviance, Flecha Azul Tequila, Google Pay, Philosophy, POP MART
Founding Date:
2007
Website:
weareshadow.com
