e.l.f.
e.l.f. cosmetics are one of the fasted growing cosmetics brands in the world but had little presents in the UK. My task was to create their first ever UK brand awareness campaign, building an emotional connection with Gen Zs and landing the brand in culture.
Our strategy was to rip up the beauty rule-book. So we flipped the narrative on beauty ads: instead of telling the audience how to look, we asked them to tell us. Tapping into their social community we asked them to create new meanings for the acronym e.l.f. and then invited them to appear in our campaign to deliver them.
One of our cast was an aspiring rapper, so when we were given the opportunity to create AR murals in cities across the UK we turned her story into an interactive work of street art.
The authenticity of the campaign made huge ruptions in culture and was celebrated across the UK for its representation.
