Morphe teams up with Design Army to get ready for the biggest drama of the year
To create excitement for Morphe’s new holiday capsule collection – and arm makeup-loving baddies with the tools to survive/thrive this season – highly-awarded design studio Design Army conceived a wildly tongue-in-cheek, eye-popping campaign that celebrates holiday glam to the MAX. Made for those who love the bold drama that makeup can bring to life, this creative story unabashedly screams beauty like you’ve never seen. They invite you to own, embrace (and maybe even slightly enjoy) the season’s chaos. And rest assured, whatever the festivities hold -you’ll face it all. Unapologetically
Turning up the home-for-the-holidays drama with wit and wow visuals, Design Army created a series of short film clips inspired by old-school TV Soaps.
Filmed by Hollywood photographer/director Greg Swales, the campaign invites you to embrace and own the drama of the holiday season.
The strategy is who cares if the turkey’s dry when your lips are perfectly plump? Get ready to look perfectly put-together when things get messy. And why stir things up when your look is flawlessly locked in? Wholly inspired by the product’s makeup palette, they playfully brought all the shades, shimmer, and over-the-top drama to life in every crazy detail.
The campaign features the most makeup-obsessed family. Ever. And it’s all about to blow up in this epic sibling rivalry where no one minds their merry manners – and you can cut the tension with a pie server.
To make the packaging pop – and seamlessly integrate with the TV soap concept and set design – Design Army found insperation from vintage VHS and box sets that used to “glitch out” in multicolored lines. Playing with this holographic effect, Design Army crafted a custom pattern blending Morphe’s “M” and the makeup’s palette of hues. Plus, the product’s witty names: “Shade Thrower,” “Party Crasher,” and “Crowd Pleaser.”
Agency: Design Army
Co-Founder & Chief Creative Officer: Pum Lefebure
Account Directors: Jake Lefebure, Jessica Deseo, Samantha Giodano Kim
Creative Directors: Heloise Condroyer, Sucha Becky, Mariela Hsu
Design Team: Momo Jiang, Bynn Shen, Richard Liu, Ziyi Xu, Chloe Jung
MORPHE
CEO: Simon Cowell
Vice President, Brand: Christie Miller
Senior Director, Editorial: Alex Shannon
Senior Director, Creative Services: Kaly Girot
Project Managers: Brianna Nelson & Alex Drysdale
AGP PRODUCTIONS
Director: Greg Swales
Producer: Alexey Galetskiy
Director of Photography: Chevy Tyler
Editor and Sound Design: Leila Lorenz
Color: Cameron MarygoldVFX: Ryan Zum Mallen
Post Producer: Ben Ferren
Post Production Supervisor: Chevy Tyler
Photo Digital Tech: Amanda Yanez
Photo Team / Grip Support: Juliet Lambert, Michael Camacho, Keith Bennett
On-Set Coordinator: Federica Barletta
Production Team: Ivan Shentalinsky, Ryan Humphreys
STYLE DEPARTMENT
Stylist: Luca Fancioni
Fashion Assistant: Frankie Benkovic
Make-up Artist: Etienne Ortega
MU Assistant: Freddy Castro
Hair Artist: Lisa Marie Powell
Hair Assistants: Mallory Gray, Brooke Tokar
Nails: Lisa Kon
SET DESIGN
Production Designer: Isaac Aaron
Lead Man: Matt Banister
Set Decorator: Zoe-Zoe Sheen
Florist: Gray Hong
Draper & On-Set Dresser: Hally Davis
CREW
2nd Cam Operator: Daniel Willard
1ST AC A-CAM: Mikyla Jonck
1ST AC B-CAM: Hannah Carpenter
2ND AC: Estevan Falcon
Gaffer: Bailey Clark
Key Grip: Charles Tae
BBE: Noah Shettel
Dolly Grip: Daniel Kusenda
MODELS
Gloria El-achkar – L.A. Models
Megan Wiggins – Otto Models Corp.Bianca Rojas – Vision Models
JON PATERSON STUDIO
Product Photographer: Jon Paterson
Digital Tech: Maiko Ando
Photo Assistant: Matt Hintz
Props Stylist: Suzy Kim
Props Assistant: Maja Secerov
Producer: Jai-Lee Egna
On-Set Producer: Nicole Watson
Retouch: Rob Willingham