e.l.f. cosmetics
e.l.f. Cosmetics' genre-bending campaigns and cultural takeovers across cosmetics and beauty
Featured e.l.f. cosmetics projects
This week's top e.l.f. cosmetics projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
e.l.f. cosmetics · The e.l.f.ing Magical Sisters
e.l.f. cosmetics presents The e.l.f.ing Magical Sisters, a commercial video directed by Hannah Levy and produced by Hungryman. The spot features three women interacting in a cozy living room, centered around the application of the brand's makeup stick products. Captured with a moody, intimate atmosphere, the production employs low-key lighting and rich tones. The visual narrative relies on live-action technique, set against a backdrop of flickering candles to create a warm, candlelit aesthetic.
e.l.f. cosmetics · Wedding
e.l.f. Cosmetics' latest campaign, 'Wedding', features Jennifer Coolidge officiating a ceremony in a church setting. The spot leans into a humorous tone, utilizing live-action techniques to bridge the gap between beauty marketing and narrative comedy. The cinematic production balances professional lighting with a warm color palette. The narrative centers on Coolidge's performance, maintaining a consistent comedic delivery throughout the ceremony.
e.l.f. cosmetics · Dream
e.l.f. cosmetics presents 'Dream', a humorous video campaign featuring Jennifer Coolidge. The film leans into a cinematic aesthetic, utilizing natural light to frame an intimate, character-led exchange in a bedroom setting. Produced by Imposter, the live-action spot centers on dialogue and expressive performance, moving away from traditional product-heavy beauty advertising in favor of a narrative-driven approach. The production maintains a minimalist visual style throughout.
e.l.f. cosmetics · Vanity Vandals | A True Story of e.l.f. Obsession
e.l.f. Cosmetics leans into a genre-bending narrative with 'Vanity Vandals | A True Story of e.l.f. Obsession,' a project that channels true-crime tropes into the beauty sector. The campaign utilizes a cinematic approach to frame product obsession through the lens of investigative drama. The film features a series of high-tension sequences, from evidence boards and interrogation rooms to dramatic portraits. The aesthetic relies on moody lighting and gritty texture overlays to establish its specific tone, distinguishing itself through live-action technique and a stylized visual palette. Developed in collaboration with creative agency Movers+Shakers and production house PRETTYBIRD US, the film maintains a consistent look across its various investigative settings.
e.l.f. cosmetics · Show Yourse.l.f. | Flau’jae Johnson
e.l.f. cosmetics showcases the multifaceted career of athlete and artist Flau’jae Johnson in the brand film, Show Yourse.l.f. The project highlights her work as an entrepreneur and philanthropist, capturing her diverse roles through a blend of high-energy court sequences and intimate studio interviews. Produced with Day One Agency, the film utilises a clean live-action technique to move between dynamic training footage and conversational moments. The visual approach relies on vibrant, natural colour grading to connect the two settings, maintaining a consistent aesthetic across the vertical commercial format.
e.l.f. cosmetics · Show Yourse.l.f. | Flau’jae Johnson | Trailer
e.l.f. Cosmetics presents the trailer for its Show Yourse.l.f. campaign, an initiative centered on personal expression and individuality. Led by Day One Agency, the project features appearances from figures such as Flau’jae Johnson, Viktoria Modesta, and Jess Carter. The film utilizes a cinematic, live-action technique to weave together documentary-style interviews with intimate portraiture. These sequences emphasize the personal narratives of the subjects while maintaining a clean, high-contrast visual approach.
e.l.f. cosmetics · eyes. lips. face. sticky.
e.l.f. cosmetics presents a commercial campaign titled 'eyes. lips. face. sticky.', featuring actor Jennifer Coolidge in a series of product-focused vignettes. The work centers on the brand's primer, transitioning between humorous celebrity-led performance and focused product demonstrations set within a modern home environment. Developed in collaboration with agency Shadow and production house Caviar LA, the project employs a clean aesthetic defined by natural light and live-action sequences. The narrative rhythm is supported by post-production and VFX work from The Mill US, with editorial services provided by The Den Editorial and media strategy handled by Tinuiti.
e.l.f. cosmetics · Baby Dolphin Skin: e.l.f. Cosmetics' Game Day Teaser 2
e.l.f. Cosmetics highlights its priming gel in this beauty spot featuring Jennifer Coolidge. The commercial focuses on product application, showcasing the texture and consistency of the cosmetic range through deliberate, close-up interactions at an acrylic vanity. Produced by Caviar LA with creative work from Shadow, the film leans into a clean, commercial aesthetic. It utilizes natural light and a warm color palette to present the products within a brightly lit, neutral interior environment.
e.l.f. cosmetics · Date Night
e.l.f. cosmetics presents 'Date Night,' a comedic commercial spot featuring actress Jennifer Coolidge. The film follows a humorous narrative set within a warm, traditionally styled interior, highlighting product application through live-action technique. The project maintains a distinct focus on character-driven storytelling, utilizing a horizontal format to showcase the interplay between the lead talent and the setting. Production was handled by Imposter.
e.l.f. cosmetics · Judge Beauty
e.l.f. cosmetics presents Judge Beauty, a commercial campaign that frames a courtroom setting to explore themes of cosmetic spending. The production features Judge Judy presiding over proceedings, set against wood-paneled walls and classic courtroom decor. With creative direction from Shadow and production by Imposter, the campaign utilizes a clean, polished commercial finish. The live-action technique is complemented by high-key lighting, maintaining a bright aesthetic throughout the narrative.
e.l.f. cosmetics · Judge Beauty
e.l.f. cosmetics presents Judge Beauty, a comedic commercial campaign that subverts the traditional courtroom drama. The project utilizes a live-action technique to stage a mock trial where Judge Judy presides over a case regarding the pricing of beauty products. The spot features a warm, cinematic aesthetic, centering on expressive close-ups and dynamic group shots set within a detailed wood-paneled courtroom. Audio production and sound design were handled by Wave Studios NY to complement the scripted testimony and comedic performances.
e.l.f. cosmetics · Serving the Truth with Billie Jean King
e.l.f. Cosmetics leans into a comedic narrative in this campaign featuring sports icon Billie Jean King. The commercial is set within a corporate boardroom where King presides over a conference table from a high referee chair, balancing athletic symbolism with a professional office environment. The project captures an energetic tone through live-action technique and natural office lighting. Agency Oberland led the creative development, with production handled by O Positive. Post-production efforts involved Metro Pictures Editorial, Sparkle, and Mad Color, while Margarita Mix oversaw music and sound.
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