GDX Studios is an experiential agency that specializes in more than the singular experience. Inspired by the pandemic-era necessity of approaching immersive advertising in new ways, and fueled by the post-lockdown hunger for in-person events, the San Diego agency expanded its purview to brand strategy before, during, surrounding and after an activation.

For the activist organization Unify Ukraine, GDX Studios reminded Americans that the Russian invasion of Ukraine was still occurring one year later. The agency planted 333 yellow sunflowers in New York City’s Flatiron Plaza to represent the days that had passed since the war’s beginning. The activation requested passersby to take photos with the vibrant flowers.

But those who stopped by two days later were met with a field of blooms painted black to mourn those lost in the conflict. The campaign generated 757 million impressions.

For Hallmark Channel, known for its “Countdown to Christmas” holiday programming, GDX Studios partnered with family-owned Christmas tree farms in strategic locations to target potential viewers. Families looking to pick their holiday evergreen were surprised by decked-out venues with photo opportunities, giveaways and hot cocoa—and some won free tree vouchers.

In larger cities, GDX Studios placed fleets of vehicles outfitted in knit sweaters. The vehicles, which distributed candy canes and programming guides for Hallmark, spread holiday cheer by playing seasonal music.

The campaign donated $40,000 worth of trees to families and distributed more than 4,000 candy canes.