16HR Camo Concealer
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.
Category Header
Facebook Ad
Launch Videos
Email & PDP
BIG MOOD
Mascara featuring Tierra Whack
Intense Volume, Major Lift & Length.
Launch LP
eyes the limit
Visual Merchandising
Launch Email
As the brand tried refreshing the entire mascara category, I named this mascara and pitched the concept to leadership. From product concept to global launch, I led copy through every stage of its life cycle.
The concept Big Mood perfectly highlighted Tierra’s theatrical, playful, and avant-garde musical and fashion sense.
e.l.f. x Chipotle
Limited Edition Brand Collaboration
It’s okay to be a little EXTRA
Site Landing Page Takeover
Limited Edition Influencer Mailer
e.l.f. Runs on Dunkin’
Limited Edition Brand Collaboration
6-piece donut and coffee-inspired shades, shapes and scents.
WAKE UP & MAKEUP
The Dunkin’ Dozen • Donut Forget Putty Primer • Coffee Lip Scrub • Glazed for Days Lip Gloss Set • Strawberry Frosted with Sprinkles Face Sponge • The Classic Dunkin’ Stack Vault
Landing Pages
Campaign Launches
Story Pages
Campaign Launches
