A pop-culture collaboration that turned beauty into a cultural moment.
e.l.f. Runs on Dunkin
OVERVIEW:
Wake up and makeup this spring when two of the most energizing brands force multiply to launch the limited-edition e.l.f. x Dunkin’ makeup collection. This collaboration brings together two of the most creative disruptors in their respective industries to debut one e.l.f.ing sweet collection, available exclusively on elfcosmetics.com, at Ulta Beauty stores and ulta.com.
From eyeshadow palettes based off of Dunkin Donut’s best selling donut flavors, to brushes that mimic the iconic Dunkin straw, this limited edition collection is coming in extra hot.
THE IDEA
The e.l.f. Runs on Dunkin Collection was laser-focused on detail in every aspect of design—from packaging to campaign—leveraging Dunkin’s iconic branding as a visual cue in a playful way.
MY ROLE
I led a team through the full creative process—from concept to execution—across visual merchandising, e-commerce, video, social, and paid media channels.
RESULTS
• 5 billion press impressions
• 38 million social impressions
• Sold out in 10 minutes
PRESS: CNN, Allure
Paid Social.
Organic Social
Visual Merchandising.
Photography: Davide Luciano + Jonathan Galan
Makeup: Colby Smith
Props + Set Design: Chris Gaskill
Associate Creative Direction: Nina Sulcov
Copy: Sofia Karesh, Alex Katnic
Digital Design: Nina Sulcov + Abby DeWitt
DP + Video Editing: Jonathan Galan
Visual Merchandising Design: Zac Woffinden
Production: Jess Kahn