Frost Yo’ e.l.f.

This holiday 2021 campaign takes a winter theme to a whole new level, adding diamonds and bling for a fun, playful wink to the e.l.f. Cosmetics holiday season. With gifts that are 100% cruelty-free & vegan (and starting at 1!), you can frost yo’ fam, frost yo’ friends and frost yo’ elf—all without freezing your bank account.

I led a team of 10+ people through the entire life cycle of the project—from concept development through execution. Designed to span the length of two months, the campaign content is divided into gift guide assets, which lean heavily into product based imagery, and lookbook assets that serve as inspiration to the customer. This omni-channel campaign includes ecommerce, PR, video, social and paid media components.

Photography: Anairam + Rob Dowsley
Makeup: Campbell Ritchie + Vicky Steckel
Hair: Jeff Francis
Wardrobe Styling: Gabby Langone 
Prop Styling + Set Design: Chris Gaskill
Associate Creative Direction: Nina Sulcov
Art Direction: Yesha Singh
Design: Yesha Singh + Abby DeWitt
Video Editing: Jonathan Galan
Copy: Sofia Karesh