The concept behind the spot was to show Rita within the same world that was created for the print ad; as if she had walked fresh out of it and onto a New York street. Mill Beauty 2D Lead Burtis Scott worked closely with Hans to recreate the look of the original ad, pouring over the footage shot in Times Square with Rita and from a helicopter to find shots that would match the ad's cityscape. A few buildings had to be 'moved' to recreate the exact skyline,which called for the 2D team to re-create the buildings, place them in the scene and match the existing camera movement exactly, so they were integrated as if they had been there all along.

The 3D team then created the CG perfume bottle, lit and shaded it while adding reflections of the surrounding buildings to ground it in the environment. It was animated from an overhead rotating view so it would settle in the tilted angle, mirroring the print ad.

The perfume bottle top transitions to a softly glittering red heart of the DKNY MY NY Fragrance logo, matching the bright red lipstick sported by Rita Ora, who exudes the energetic and ageless feeling of New York City.