Dupe That!

CLIENT
e.l.f. Beauty
Agency
Madwell
ROLE
Design, Art Direction
PROJECT DESCRIPTION

As a purpose-led campaign, Dupe That! invited other brands to match e.l.f. Beauty's bold values, coinciding with the release of their 2024 Impact Report. The campaign featured a vibrant OOH takeover across 22 screens in the Oculus, a New York Times spread, engaging social content, and a 60s animated hero video depicting a heard of unicorns.

I designed the full OOH Oculus takeover in the and worked closely with a team of animators to bring various whimsical parades of unicorns to life.

Featured in: Ad Age, Yahoo, The Cut, Marketing Dive, Design Rush
A bottle of fernet staged on a wooden tableA orange fernet cocktail on a bar counter
A long billboard with animated text and people walking
A series of square billboards with infographics
Two long billboards with infographics
COLLABORATORS
ECD, Mau Galvan
ACD, Jen Beck
ACD, Libby Dean
Copywriter, Tarik Atallah
Designer, Zenzile Skylark
Producer, Annie Burns
Producer, Suzana Ognjanovic
Account Director, Mitch Katz
Account Executive, Merrie Weber
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