Global brand e.l.f. Cosmetics and strategic creative agency Southpaw launch AR Murals for ‘Express Your e.l.f.’ campaign

Southpaw, the global strategic creative agency has launched an immersive AR Mural for beauty disruptors e.l.f. as a continuation of their work on the successful Express Your e.l.f. campaign. The community-led movement campaign unveiled earlier this year featured an inclusive and diverse cast of 20, in the brand’s successful campaign video.

To launch the campaign, the AR Mural has been a collaboration with illustrator and artist Laura Greenan and features Meduulla, a 24-year-old Zimbabwean-born rapper, poet, DJ, and e.l.f.-proclaimed “Mancunian Mermaid” who was a key cast member in the original Express Your e.l.f. campaign video.

The audio and visual murals will be seen in London, Birmingham and Manchester and come alive with the added element of Augmented Reality – by scanning the mural QR code, Meduulla will come to life in the mural and rap her e.l.f. inspired song, explosive. lines. flow. There will also be subtitles and audio descriptors for anyone with hearing impairments or sight loss.

Media planning and buying by Wavemaker and Kinetic, whilst the Augmented Reality was provided by Aircards.

Glenn Smith, Creative Director of Southpaw agency says;

“e.l.f. are such a community focused brand, so we wanted our mural to be more than just advertising, and more a piece of urban art that people would appreciate seeing in their public space. Meduulla was an easy choice as the ‘face’ of the mural, she has such a visual presence and an inner strength that radiates from her look. She also has an amazing back story of self-expression that we could bring to life with AR. Laura Greenan’s style is perfect– vibrant, playful and full of energy. It’s been amazing to collaborate with these incredibly creative women and to see how their individual styles have come together to create something so original.”

Rozzi Merrington, Head of Applied Innovation, Wavemaker UK, says;

“We’re thrilled to be launching this cutting-edge solution for e.l.f. This project has been an incredible collaboration between all the agency teams and our XR partners, Aircards. Thanks to developments in AI and spatial computing, we’ve seen real leaps happen in the last year, impacting the quality and sophistication of experiences we can deliver to consumers with immersive tech. With this activation, we’ll be unlocking a third space for e.l.f fans– transporting them into a fully audio-enhanced immersive experience we know they’ll want to share”.

Lauren Thornton, AVP of International Marketing at e.l.f. Cosmetics says;

“Southpaw continue to push our creative boundaries at every stage of the process. They are inspiring partners who collaborate with all stakeholders, constantly have our community and superpowers in mind and are always finding ways to make deeper connections into culture.”

Source: Southpaw

  AR, Campaign, e.l.f. Cosmetics, Laura Greenan, Marketing, Meduulla, Southpaw, UK, Wavemaker UK