express your e.l.f.

e.l.f. Cosmetics invites you to live your bold truth by proudly expressing your e.l.f. in its first-ever community-led brand campaign in the UK, created by Southpaw. To bring the e.l.f. acronym (eyes.lips.face.) to life in an irreverent, fun and cheeky way, e.l.f. turned to its community asking them “what does e.l.f. mean to you?” Their responses inspired the campaign. From “euphoric.luminous.fierce.” to “every.life.free.”, the campaign celebrates the individuality of every eye, lip and face. .

Creating a poem/rap that started with the acronym e.l.f. was part of the challenge, but truly and authentically represented the nuanced and diverse subcultures of the U.K. Celebrating how they use makeup to show self-expression.

A full 360 ATL brand awareness campaign, launching the first UK brand campaign for e.l.f. Hitting social, a huge billboard campaign nationwide, Oxford Street tube takeover and TV.

“The creative lead at Southpaw and almost single-handedly created our EXPRESS YOUR E.L.F. campaign for e.l.f. Cosmetics, coming up with the core idea, influencing client conversations, and creatively conducting the whole production. She was the beating heart of a campaign that truly influenced culture””