Morphe Cosmetics' Garden of Eden Blends Reality With AI
Just in time for the Year of the Snake
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Synced to Chinese New Year, Morphe Cosmetics reimagines the Garden of Eden for its “Forbidden Collection.” The campaign, a mash-up of real and AI-generated imagery, plays with concepts surrounding the Year of the Snake and notions of paradise.
Here, the makeup itself becomes the forbidden fruit.
AI was used to enhance photos of apples, berries, models and Morphe products to create visual landscapes with snow-capped Himalayan mountains, flowing Chinese rivers and Icelandic rolling moss.
“The campaign is designed for the younger generation—so we intentionally used AI to capture their imagination,” says Pum Lefebure, CCO and co-founder of Design Army. “We imagined this whole new world that’s quasi-futuristic, lush and paradisiacal. Yet, we wanted it to be believable, so we combined it with real elements. The result is a cool mixed reality.”
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The approach takes consumers on a journey, as “Eve” and a serpentine companion explore the collection.
“We see the product, from lip oil to shimmering eyeshadows, nestled like forbidden treasures among the foliage. The campaign captures the essence of seductive beauty,” Lefebure adds.
The work lends itself to the fantastical, she says, because the product is steeped in creativity, with its over-the-top shimmery shades. The goal is to encourage consumers to express themselves.
“Everything is glistening, glossy, dripping, and sparkling to the max—just like the makeup,” says Lefebure.
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