There was no shortage of Puss in Boots advertising in NYC this weekend, as studio Dreamworks blanketed the city in media supporting the latest release in its wildly popular Shrek franchise.

But it was this subtle, yet inspired, OOH installation that really caught our eye at the flagship NYC store for iconic American boot maker, The Frye Company.

The adjacent pane to the store’s front window featured Puss (and friends) surrounded by Frye boots. A backlit poster-sized video display ran clips of the movie while display racking featured custom Frye boots on either side.

Each specially designed pair of boots was matched stylistically to an actor and character in the movie, with the name of each featured under each pair (e.g. Antonio Banderas as Puss in Boots.)

Genius, and eye-catching – nice media strategy, Dreamworks.