CNC and Imagenary Labs partnered to launch Alix Earle’s first beauty brand, Reale Actives, with a suspense-led, two-part campaign built to drive content capture and citywide buzz. VIP creators received locked Away suitcases featuring a puzzle piece and unlocking instructions, prompting anticipatory unboxings ahead of launch day before revealing the full product line. The story then spilled into Soho, where two male models assembled a giant billboard puzzle over two days, turning the reveal into a live spectacle that felt cohesive across social media and the streets. The campaign drove over $1M in sales in the first hour and amassed half a million followers before a single product shipped.