e.l.f.
Living up to its self-styled status as an entertainment brand that sells beauty products, e.l.f. ramps up the fun in this commercial celebrating its die hard fans. Helping comedy master Djawid Hakimyar with the treatment for this one was a lot of fun - not just because the concept was absurdly playful, but because its design required a unique blend of vibrancy versus clinicality.
It was a tricky balance to achieve, breaking the norms of the beauty industry in a bold, contemporary way. Importantly, that same balance needed to be reflected in our research, taking the classic deadpan laboratory trope and injecting it with an art directed pop of colour that mimicked the e.l.f. brand identity.
What we produced was a treatment that was serious about the power of e.l.f. beauty products, but showed that effectiveness in a fabulously exaggerated way that was funny without ever making fun. Seeing the finished campaign featuring all the bizarre scenarios we helped to visualise is really rewarding, and we hope the e.l.f. fanbase feels the same way!