PRIME TIME (FEAT. JOEY KING & LUCIEN LAVISCOUNT)
e.l.f. Cosmetics
Prime Time
Creative Director
Agency: 72andSunny
2024
Eyes. Lips. Face. Fandom. In a tactical football spot for e.l.f. Cosmetics premiering during the Macy’s Thanksgiving Day Parade, we targeted the intersection of beauty and sports fans with an unexpected spot starring Joey King and Lucien Laviscount, directed by SNL and Documentary Now director Alex Buono.
Combining the language of romcoms, sports fandom, and cosmetics lead us into fresh creative territory that at the same time felt right for the barrier-breaking, subversive beauty brand. And what better product to lead the way with than the cult favorite Power Grip Primer?
Turns out there’s no such thing as a spot too sticky.
“Our community is comprised of a beautiful tapestry of kindred spirits rallying around a shared passion, not because they fit into a box defined by someone else. We don’t allow stereotypes to limit the audience of our products. Our house is open for every eye, lip and face – including sports lovers of all stripes.”
– Kory Marchisotto, e.l.f. CMO
SILENCE :30 TEASER
We created a series of social teasers and trailers, sending the e.l.f. community to theorize about a possible full length rom com.
