e.l.f. COSMETICS | GLOW QUEST | CREATIVE DIRECTION
e.l.f. Cosmetics needed a show-stopping 360 campaign for the launch of their newest product: Halo Glow Skin Tint. HGST took e.l.f. over seven years to perfect, so we wanted our concept to playfully highlight the intensive work, refinement, and expertise that went into creating such a holy grail product (complete with protective mineral spf 50, 18+ shade ranges of buildable tint, and moisturizing, skin-loving ingredients). e.l.f. constantly strives to evolve for and with their community, so we incorporated the community's call to action that spurred the brand to create this ultimate 3-in-1 formula. This campaign, though never launched, was a labor of love, it took a village. Shot on a volumetric stage with celebrity and influencer talent, full CGI, GFX, Production, Design, and SFX teams, and a massive group of brilliant creatives, we built a fun campaign that champions discovery and the strive for quality products in the saturated cosmetic field. The campaign was built to be TVC and social-first, grounded in strategy and brand and product values. Though it may never reach the masses, it deserves a spotlight here.
EXTENDED CUT
Production Studio & Volumetric Stage: Orbital Studios; Director of Production: Mark Poletti; Production Manager: Lara Samms; Director: Ali Roberto; DP: Matt Wise; Video Editor: Ernesto Matamoros-Cox; VFX: Andrew Ceperley & David Conley; SFX: Emir Cerman; GFX: Chris Colby & Marques Duggans; Photographer: Kayla James; Creative Direction and Script: Trish Preuss; ACD and Script: Charlotte Masters; Sr. Art Director: Bran Petulla; Project Management: Heather Lucas Dumlao; Production Directors: Jay Brunson & Kevin Kushner