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Morphe Unwraps Kitschy Drama for the Holidays
New makeup collection channels soap opera styles
Two rival sisters and a melodramatic mom join to create excitement for Morphe’s new holiday capsule collection.
Design Army created the work, which spoofs soap opera stylings “for those who love the bold drama that makeup can bring to your life.”
The campaign consists of three episodes:
All boast the shimmer, shades and gloss of the cosmetic company’s makeup palette. (Think juicy teals, tangerines, popping pinks, frosty purples.)
Filmed by Hollywood photog/director Greg Swales, the campaign invites customers to embrace the drama of the holidays. Tensions heightened? Festive preparations frenzied? Thrown into chaos? Here, you’ll “face” it all.
“Every campaign touchpoint was considered including the retail packaging,” says Pum Lefebure, CCO and co-founder of Design Army. “To make it pop—and seamlessly integrate with the TV soap concept—we found inspo from vintage VHS and box sets that used to ‘glitch out’ in multicolored lines.”
“Playing with this holographic effect, we crafted a custom pattern blending Morphe’s ‘M’ and the cosmetic palette of hues. Plus, the product’s witty names: Shade Thrower, Party Crasher, Crowd Pleaser,” she says.
The campaign lives on Morphe’s website and across social media, packaging, print ads in Ulta stores, OOH in Times Square and elsewhere.
