As part of its back-to-school campaign, American Eagle has placed a 200-foot-high 3D billboard in the heart of New York’s Times Square.  

It’s part of the brand’s recently refreshed “Live Your Life” platform that’s been around for 20 years but was made over to better resonate with younger demographics like gen alpha and gen z.   

The eye-grabbing ad features immersive, 3D footage of athletes Trevor Lawrence, quarterback for the Jacksonville Jaguars, and pro tennis star Coco Gauff.  

The ad was created by Spotlight Outdoor Ads and Company 8 Ad Group, both of Las Vegas.  The AE ad marks both companies’ debut ad campaign in a major market outside of Las Vegas, where they’ve created lots of OOH work for clients like Mercedes, Paramount, Cirque du Soleil (Spotlight), as well as for Duracell, the Vegas Golden Knights and MGM Resorts International (Company 8 Ad Group).  

Watch a video version of the ad here. New Tradition and Billups secured the space and collaboration with AE for the Times Square ad.