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THE WORK | VICE MEDIA, VIRTUE Urban Decay ‘Spoil Me, Honey’ Naked Honey Palette 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, conceptualizing, direction, and management of core _ external teams.
Account Director: Becca Babbin
Creative Research: Chelsea Lake
Sales: Kelly Ward
THE ASSIGNMENT | Promote the launch of the new, decadent Naked Honey Palette with holiday-appropriate messaging that also provides flexibility to run globally. Create a compelling Holiday story that heroes the new NAKED Honey palette, while also driving buzz for ancillary holiday products in order to reinforce Urban Decay’s new ‘Pretty Different’ motto and brand positioning.
THE APPROACH | Cutesy and conventional flavors only recognize the tame half of the holidays— one filled with the scent of warm cookies and family time. In reality, we know there’s a whole other side of the holidays filled with scandalous soirees that are more naughty than nice. Unlike the typical scents of the season, the Urban Decay holiday collection flavors aren’t just sweet, they’re sultry. Each has a personality of their own, one you would never find at grandma’s house.
Our Honey collection showcases the untold half of the holidays -- the one that's a little playful, provocative and definitely pretty different — to create a new definition of holiday flavors. In 2018, over 50% of shoppers said they were buying gifts for themselves - up 15% over the last five years. With that in mind, we think the holidays should start with YOU, so we’ll give the world the collection they need to express their self-love in the most indulgent, decadent way possible.
Some say it’s better to give than receive. We are not those people. We want it all. Spoil me, Honey.