e.l.f. eyes.lips.face.

Express your elf

Credits/
Photographer Charlotte Rutherford
CD Glenn Smith
Design Ben Kemp

First UK brand campaign for e.l.f. cosmetics
We flipped the script on beauty advertising and empowered our audience to create e.l.f.’s first UK brand campaign. Born out of social, we asked our audience to define their personal style using three words starting with ‘E’, ‘L’ and ‘F’, turning the results into a bespoke e.l.f. manifesto. In a final twist, we used street casting to find totally real and unique individuals to become the faces of this new movement in beauty culture.