The e.l.f. Cosmetics
Candy Shop
It’s that time of year again—when lights are bright, treats are super sweet, and beauty is everywhere. This Holiday campaign leaned into a candy-inspired theme, using bold color, neon lighting effects, and candy-shop references to deliver a fun, playful wink to the e.l.f. Cosmetics holiday season.
Designed to span two months, the campaign content was divided into gift guide assets—leaning heavily into product-driven imagery—and lookbook assets that served as customer inspiration.
I led a team of 10+ through the full lifecycle of the project, from concept development through execution.
The Gift Guide, Organic Social.
The Gift Guide, Digital.
The Gift Guide, Still Photography.
The Lookbook, Paid Media.
The Lookbook, Digital.
The Lookbook, Photography.
Photography: Fiona y Eduardo
Makeup: Talia Sparrow + Robert Greene
Hair: Mikey Lollo
Styling: Romina Herrera
Prop Stylist: Chris Gaskill
Art Direction: Shelby Rodriguez
Video Editing: Jonathan Galan
Copy: Shayna Marcos + Sofia Karesh