GilletteLabs BODY “Tarps Off”: Expandable Trailer Activation at Gillette Stadium

Central Plaza, Gillette Stadium · Foxborough, MA · November 2026
Agency: VaynerMedia, for GilletteLabs BODY · Venue partner: The Kraft Group · Trailer, wrap, AV, staffing and logistics by NVS Visuals.

For the GilletteLabs BODY “Tarps Off” campaign, VaynerMedia brought NVS in to put a full brand experience in front of New England Patriots fans on game day. We drove our 38-foot glass expandable event trailer from our New York shop to Foxborough, opened it up in the Central Plaza beside the Patriots Hall of Fame, and ran a pregame sampling and grooming activation until kickoff.

It is the same trailer that launched the DDN × NVIDIA AI Factory Tour at NVIDIA GTC, re-branded from tech roadshow to stadium fan zone in a matter of days. That is the advantage of a brand activation trailer you can re-skin: the structure, glass, lighting and power stay; the brand, graphics and layout change completely.

A 38-foot glass trailer, wrapped for game day

We designed the creative with VaynerMedia over three rounds and produced it in-house. The trailer’s glass side became the stage, framed in GilletteLabs green LED edge lighting, with “Tarps Off” branding on the street side and a full back billboard for “Gillette’s Safest* Body Shave.” A branded photo wall gave fans their game-day shot, and the built-in LED video wall ran Gillette’s campaign video all day.

Outside the trailer we added double-sided A-frames and an H-frame sign with TikTok Shop QR codes, so fans could claim a product voucher even when sample razors ran out. Stanchions shaped the line from the plaza to the entry steps.

Sampling, grooming and face painting

Inside, professional groomers ran grooming stations and face painters got fans ready for kickoff, while guests signed waivers, sampled GilletteLabs BODY razors and shaving cream, and left with vouchers. The experience was built for flow: one way in, one way out, and a clear handoff from line to waiver to station to voucher.

Staffing and stadium logistics

NVS staffed the activation with eight brand ambassadors in branded shirts: line management and guest flow, waivers, two ambassadors supporting each groomer with setup, replenishment and turnover, face-painter support, and voucher distribution. Read more about our event staffing and brand ambassadors.

Stadium activations run on the venue’s clock. We coordinated with VaynerMedia and the Kraft Group on police-screened vehicle access, parking for the tractor and crew, and a Saturday-evening load-in after the Hall of Fame’s own event, so the trailer was fully set before the plaza opened. We brought our own generators, which gave the activation more freedom in where it could be placed, kept everything locked in the trailer overnight, and struck the whole footprint after kickoff, before the final whistle.

What NVS handled

• 38′ glass expandable touring trailer, tractor and driver
• Creative development, trailer wrap, photo wall and back billboard
• LED video wall and green LED edge lighting
• A-frames, H-frame voucher sign and stanchions
• Eight brand ambassadors, uniforms and on-site management
• Generator power, load-in, overnight lock-up and load-out
• Venue coordination with VaynerMedia and the Kraft Group

Bring a brand activation trailer to your next game day

Our expandable show trailers open into a full branded room in hours, with glass, power, lighting and AV already built in. They work as stadium fan zones, mobile marketing tours, trade show off-site rooms and tech roadshows. See more of our work in Boston and New England, or tell us about your activation.