The Shape of History
Stunts that spark authentic conversation
Project Overview
To spotlight the glaring lack of female representation in public art, Hulu launched The Shape of History alongside the third season of The Handmaid’s Tale, a series centered on women’s empowerment. The project challenged the status quo by drawing attention to the fact that, out of 150 statues in New York City, only five represent women.
Our Role
As the experiential production partner, we were tasked with transforming this powerful insight into a visually striking public activation that engaged thousands of New Yorkers and visitors alike.
Venue Acquisition & Activation
We secured Madison Square Park, a high-traffic and iconic public space in NYC, to serve as the backdrop for this thought-provoking pop-up installation.
Design, Fabrication & Installation
We designed and fabricated 140 life-sized female statues with mirrored surfaces, symbolizing the untapped potential of women to “shape history.” The reflective design encouraged passersby to see themselves in the narrative, fostering personal connection and conversation.
On-Site Management & Execution
From logistics and permitting to installation and crowd flow management, our team ensured seamless execution under demanding urban conditions.
Collaboration & Amplification
CNN’s brand content studio, Courageous, documented the activation, producing compelling video content that was amplified nationally across CNN’s digital, social, and OTT platforms—expanding reach far beyond the physical installation.
Expansion & Impact
Due to its overwhelming success in New York City, Hulu expanded The Shape of History installation to additional cities including Boston, Atlanta, and San Francisco, aligning launches with Women’s Equality Day to maximize visibility and impact.
Why It Worked
- Bold Concept: Addressing a clear social insight with a visually arresting and interactive installation
- Strategic Placement: Leveraging high-traffic, iconic urban venues to maximize engagement
- Integrated Media: Combining physical activation with powerful digital storytelling to scale impact
- Expert Execution: End-to-end production management ensuring flawless delivery in complex environments
The Takeaway
The Shape of History stands as a prime example of how immersive, socially conscious activations can ignite authentic conversations and extend brand narratives well beyond traditional marketing channels.
We don’t just produce events.
We create experiences that challenge perceptions, amplify purpose, and inspire change.
