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THE WORK | VICE MEDIA, VIRTUE Urban Decay ‘Stay You. Stay Naked.’ Foundation Launch Campaign
THE CHANNELS | Launch video (;60, :30, :15, :06s in 1:1, 9:16, 16:9), Outdoor, In Store Marketing, Social, Creative Toolkit
MY ROLE | Group Creative Director - responsible for copy, conceptualization, direction, and management of core + external teams.
Account Director: Becca Babin
Social: Cole Thomas
Creative Research: Chelsea Lake
THE ASSIGNMENT | Utilize the Naked Skin foundation relaunch to recruit Gen Z and Millennial beauty freaks by building an emotional equity in the Naked collection.
THE APPROACH | To most, being naked is a liberating feeling that stems from being comfortable in one’s own skin. But, asking a beauty freak to be naked, is asking them not to be themselves. Makeup is a part of who they are and how they express themselves. To them, feeling ‘naked’ is about liberation and being unencumbered; it’s the freedom to be who you are and the catalyst to what you become next. Foundation is that first step towards their version of being ‘naked.’
In the Stay You. Stay Naked. campaign, we celebrated the the intimate, naked moments we share with ourselves: the the conversations we have with ourselves in the mirror. We told shared these moments through the eyes of the UD Citizens. Whether they are applying makeup, giving themselves a pep talk or admiring just how good they look, we see these moments of freedom and self-love that Stay Naked can help bring.