OVERVIEW
What do you do when your CMO dreams up a collaboration with a food brand in the shower?

That nugget of an idea sparked a limited-edition collaboration between two of the biggest disruptors in their industries: e.l.f. Cosmetics and Chipotle. While the products couldn’t be more different, the brands are deeply aligned—both driven by accessibility, transparency, and a commitment to doing things differently. e.l.f.’s cruelty-free, vegan mission met Chipotle’s focus on responsibly sourced food to create a collection no one knew they wanted—until it existed.

THE IDEA
The challenge was turning an unexpected idea into something that felt intentional and inevitable. The creative focused on the shared values between e.l.f. and Chipotle, optimism, purpose, and cultural relevance, while carefully balancing two distinct brand voices. Familiar visual cues from both brands were used to create something playful, self-aware, and instantly recognizable.

MY ROLE
I oversaw the design and execution of all creative content and photography, leading the team to balance e.l.f. and Chipotle’s visual identities and tones across every touchpoint.

RESULTS
The collaboration sparked immediate fan excitement and a surge of press attention, driving the full collection to sell out in just three days, with most products gone in only 44 minutes.

• 4 billion media impressions, including Good Morning America, Stephen Colbert, Forbes, and New York Post
• 28 million social impressions
• Unsolicited celebrity endorsements from James Charles and Drew Barrymore
• Winner of two Cannes Lions, Bronze, 2021: Social & Influencer Partnerships + Social & Influencer Content Marketing