An AI and Reality-Based Mashup For Morphe
Just in time for the Year of the Snake, Design Army conceived a serpent-forward campaign for Morphe‘s Forbidden collection. “The campaign is designed for the younger generation – so we intentionally used AI to capture their imagination,” says Pum Lefebure, chief creative officer and co-founder, Design Army. “We imagined this whole new world that’s quasi-futuristic, lush, and paradisical. Yet, we wanted it to be believable so we combined it with real elements. The result is a cool, unique mixed-reality with bold visuals. It’s definitely not the usual beauty campaign.”
A wholly reimagined Garden of Eden tempts “makeup-loving baddies” with an array of sumptuous makeup and vibrant, juicy fruits. Real-life visuals and AI blur in a fantastical paradise where makeup itself is the forbidden fruit. The campaign seeks to capture the essence of seductive beauty. A baddie Eve and a dramatic Serpentine companion explore an array of makeup; both exude a captivating allure; and as Eve is being seduced by the Serpentine, they both unveil the transformative power of the Forbidden Collection.
“We started with a photoshoot featuring real props, models, and Morphe’s products. Every crazy detail was considered in art direction, including actual fruit and custom-created ‘Forbidden’ typography spiked with thorns,” explains Lefebure. “Then AI was used to enhance, with global inspo fueling the creation … Layered painterly-style, the lush, vivid mixed-reality nails the makeup’s delish, ethereal palette and vibe.”
To give the packaging a pop, the product’s colors are playfully integrated into the seductive design. And a virtual-reality bent makes the concept drip with sparkle and juice. Tempting names are meant to add a witty twist: “Forbidden Honey,” “Pulp Fantasy,” “Love Bite,” and “Lust Potion.”
