e.l.f
’Unglammy Valley’

Agency: 72andSunny Amsterdam.

e.l.f. were losing sales in the foundation category and needed to differentiate themselves in a crowded market. That’s when we realised, if every other brand focuses on matching - why not talk about the relatable pain of mismatching?

Inspired by the eerie look and feel of the ‘uncanny valley’ we created ‘unglammy valley’. Because when your face is off, everything feels off.

Directed by Eric Wareheim.
Co-created with Ran Stallard.
Music by myself & New Math.