I partnered closely with the VP of Brand Creative and the Head of Digital to concept and launch E.L.F's Camo Concealer—a game changing concealer for just $5. The campaign mantra of 'Long-wear, Don't Care' was meant to embody the confidence and care-free attitude of the those who are hustling to work, running to the gym, and everything in-between, needing a concealer to play as hard as they do.

I created copy that complemented a documentary-esque approach for visuals that followed six models to showcase the 16 hour wear claim. We proposed that each model would have a 16hr take over of our social channel, posting behind the scenes images, selfies and tips in Instagram stories. We launched a homepage takeover, campaign video, paid social and multi-use video tips throughout the shopping funnel.

Launch Videos

Email & PDP