Sticky Meets its Matte
The e.l.f. Cosmetics Power Grip Primer is the #1 cosmetics SKU in mass and prestige beauty for a reason—with it’s sticky AF texture and dewy finish, it’s a first of it’s kind formula. Here we introduce another first: Power Grip Matte Primer—the same stick as the OG but now with a matte finish.
The origin story of new Power Grip Matte Primer starts with a sticky experiment gone so e.l.f.ing right. This campaign leans into the idea of a “Matte Scientist” with a futuristic lab containing all your primer needs.
I led a team through the full creative process—from concept to execution—across visual merchandising, out of home, e-commerce, video, social, and paid media channels worldwide.
PAID MEDIA
VISUAL MERCHANDISING + OUT OF HOME
ORGANIC SOCIAL
EMAILS
ECOMM
PHOTOGRAPHY
Photography: Nico Kern + Alex Bohn
Makeup: Colby Smith + Nicole Faulkner
Hair: Jeff Francis
Wardrobe Styling: Liz Cresci
Prop Styling: Michele Faro
Set Design: Chris Gaskill
Creative Direction: Nina Sulcov
Copy: Richard Quigley
Senior Art Direction: Emily Swift
Art Direction + Design: Perri Vaaler
Visual Merchandising Design: Peter Rossetti + Zac Woffinden
DP: Jonathan Galan
Video Editing: Andy Akbik
Production: Jess Kahn + Heloise Goodman
Retouching: Jess Gaber + Juan Dreyfus