No Filter, Just Camo
The new addition to e.l.f. Cosmetics’s Camo Collection is Camo CC Cream, a full coverage foundation with a natural finish. Featuring youth-boosting ingredients like collagen, peptides and niacinamide, this product helps plump the skin with the added benefit of SPF30. 1/3 makeup, 1/3 skincare and 1/3 of the price—the Camo takeover is in full effect.
This campaign uses an outdoor lighting feel to reference the sun protecting properties within the product, while also leveraging the shade range and textures. Imagery features a range of skin tones and feels natural and relatable, because it’s no filter, just camo.
I led a team through the entire life cycle of the project which includes ecommerce, video, social, paid media and in-store components.
Photography: Jenn Collins + David Prince
DP + Video Editing: Jonathan Galan
Makeup: Yumi Mori
Hair: Jeff Francis
Wardrobe Styling: Gabby Langone
Sets: Chris Gaskill
Nails: Martha Freke
Cosmetics Styling: Suzy Kim
Art Direction: Samantha Shefts
Design: Jing Zhang
Copy: Sofia Karesh
