Social-First Campaign For Morphe’s Make Up Collection
To create excitement for Morphe’s new holiday capsule collection — and arm makeup-loving baddies with the tools to survive/thrive this season — Design Army conceived a tongue-in-cheek campaign that celebrates holiday glam.
Made for those who love the bold drama that make up can bring to life, this story screams beauty. It invites consumers to own, embrace (and maybe even slightly enjoy) the season’s chaos.
Design Army created a series of snappy film clips inspire by old-school TV Soaps. Wholly inspired by the product’s makeup palette, the team playfully brought all the shades, shimmer, and over-the top drama to life in every crazy detail.
WATCH FILMS:
Episode 1: Merry Manners
Epsiode 2:Eye Roller
Episode 3: Lip Gloss Battle
Mixing eras (from 70s fashion and 80s big hair to Renaissance-age decor) Design Army dreamed-up a crazy new visual world. To make the packaging pop – and seamlessly integrate with the TV soap concept and set design – they found inspiration from vintage VHS and box sets that used to “glitch out” in multicolored lines. Playing with this holographic effect, they crafted a custom pattern blending Morphe’s M and the makeup’s palette of hues.
Since this is a social-first campaign, the short videos needed to snag viewers attention ASAP. But rather than following the lo-fi iPhone beauty influencer look, Design Army worked to create their own style with detailed art direction and craftsmanship. Everything is over-the-top visually exciting. And everything is inspired by the product’s colors.
Credits include Co-Founder and Chief Creative Officer: Pum Lefebure; Account Directors Jake Lefebure, Jessica Deseo, and Samantha Giodano Kim; Creative Directors Heloise Condroyer, Sucha Becky and Mariela Hsu; and the Design Team, Momo Jiang, Bynn Shen, Richard Liu, Ziyi Xu and Chloe Jung.
