XA created a pop up in NYC’s soho neighborhood to promote the launch of Showtime’s newest series, Masters of Sex, a one-hour drama starring Emmy and BAFTA Award nominee Michael Sheen and acclaimed actress Lizzy Caplan. XA wrapped an entire corner facade in Masters of Sex key art and staged a series of vignettes in the windows to reveal something about the show.

The series chronicles the unusual lives, romance, and pop culture trajectory of William Masters and Virginia Johnson, the real-life pioneers of the science of human sexuality. 

 

Their research touched off the sexual revolution and took them from a midwestern teaching hospital to the cover of Time magazine and nearly a dozen appearances on Johnny Carson’s couch. The storefront was active for nearly two weeks receiving millions in impressions.