it was about e.l.f.ing time we did hair
Traveling (waaay) back in time, we’d meet several historical figures (Marie Antoinette, Einstein, Frida Kahlo, Cleopatra, anyone with particularly crazy hair) each struggling with their out-of-control flyaways. There wouldn’t be any dialogue except for bleep censors over their swearing. Fast forward to today: a model’s applying the Power Grip Hair Gel as they say “it was about e.l.f.ing time they did hair.”
more concepts & social activations:
HAIR WE GO
As a fun teaser for the launch of e.l.f. hair, we could create a mash-up of iconic movie scenes where characters say the line “here we go” (such as in Rocky, The Dark Knight, Mamma Mia, The Avengers) that ends with a reveal of Power Grip Hair Gel with the copy “hair. we. go.”
HAIR-ICANE CHALLENGE
In the spirit of game shows like Squid Game: The Challenge, contestants would compete to have the “last strand standing” in a series of increasing wind speeds that go from “beach breeze” to “apocalypse.” The catch? All the contestants would be using their own hair products that eventually fail them, until a surprise celeb player shows up (i.e. Ariana Grande sporting her once-signature ponytail) wearing the Power Grip Hair Gel. She is crowned the champion — the only survivor of the category 5 hair-icane.
FIT CHECK? NO, WE’RE DOING SLICK CHECKS.
We could launch the campaign with a montage of influencers checking their slicked back hair looks throughout the day (in their car, in the mirror, in building reflections on their way to work, etc.) and encourage everyone else to share their own “slick checks.”
TAG, YOU’RE SLICK.
We’d start a game of tag on TikTok, where someone (while styling their hair) shares who they’re “gelly” of (could be a friend, an influencer, etc.) and tags that person. They’d have to duet the video and tag someone else, and on and on, with the incentive to win a Power Grip prize.
under the skinfluence
Taking inspiration from the campaign tagline, I pitched the idea of personifying our new product & turning Soft Glam Satin Concealer into a stereotypical content creator, vocal fry & all. So instead of our business-as-usual product launch video, we follow our new TikTok star along for a GRWM.
the pot for your skin’s biggest opps
Opps are everywhere—on the streets, in your DMs and even on your face. But all of them have been marked unsafe thanks to Camo Concealer Pot. Whether it’s an unexpected run-in with an ex or a zit, we’ll prove that there’s nothing this pot can’t stop.
social activations:
opps in the wild documentary
In the style of a nature show, a host/narrator will follow a girl dressed in head-to-toe camo with her Camo Concealer Pot as she dodges opps in the wild (AKA the streets of NYC) — like an unexpected run-in with an ex, a random guy hitting on her in the subway, an e-bike delivery driver almost running her over, etc.
villain origin stories
Every villain has an origin story, even the zit on your chin. In a series of tell-all interviews, we’re uncovering how your skin’s biggest opps came to be — whether from a 3 a.m. doom scroll or a harsh 10-step skincare routine. Because before this concealer, there was a canon event that started it all.
skin opps group chat
Dark circles, zits and spots have started a group chat, and we’re putting their texts on blast before Camo Concealer Pot enters the chat.
[ZIT] she’s in a good mood today, so I’mma pop up on her chin.
[DARK SPOT] lol I’m kicking my feet. did you hear she has a date later?
[UNDER-EYE CIRCLES] say less. she doom scrolled on TikTok ’til 3 am, so this is my moment.
[ZIT] not me in the middle of her forehead like 🧍
[DARK SPOT] wait, what is she doing? is that a concealer pot?
[UNDER-EYE CIRCLES] what the actual e.l.f.
for an upcoming brow lift gel:
do you even lift, brow?
for a micro-fine brow pencil:
micromanage your brows.
set it bright powder quad
taglines that could inspire future concepts: