For e.l.f. Cosmetics, a leader on emerging platforms like TikTok, it’s not enough just to show up. They’ve got to innovate and disrupt to engage their fans and stay on the cutting edge of culture! And sometimes that means inventing an entirely new campaign format.

Over the prior years, e.l.f. had become an entertainment powerhouse. We had gotten the brand and its original music to the top of the Spotify charts AND the Billboard charts. And so, continuing e.l.f.’s series of “firsts,” for Holiday 2021, we created the first-ever MOVIE crowd-sourced on TikTok!

We tapped into the TikTok community’s love of co-creation, creating a film that wasn’t only FOR e.l.f.’s community, it was created BY the community. The film’s plotline played like a “2021 trend recap,” playing off of the top TikTok trends from the prior 12 months.

Fans and the press loved it, the campaign helped e.l.f. garner 3 billion press impressions over the holiday season and brought a new way for e.l.f. to co-create with its superfans.

“Big Mood, Big e.l.f.ing City” is more than just a snack .. it is the LAST SUPPER!!