Mashing real and AI images Design Army launches new campaign for Morphe cosmetics
Just in time for Chinese New Year, Design Army has conceived a serpent-forward, wildly fresh campaign for Morphe’s Forbidden Collection cosmetics line.
In the campaign a wholly reimagined Garden of Eden tempts makeup-loving baddies with the most seductive, dark, delicious eye and lip delights. In this lush, imaginative paradise, a baddie Eve and a dramatic Serpentine companion explore an array of makeup and vibrant, juicy fruits. As Eve is being seduced by the Serpentine, they both unveil the transformative power of the Forbidden Collection. We see the product, from lip oil to shimmering eyeshadows, nestled like forbidden treasures among the foliage.
“The campaign captures the essence of seductive beauty,” said Pum Lefebure, chief creative officer and co-founder of the Washington DC based Design Army.
“It is designed for the younger generation, so we intentionally used AI to capture their imagination. We imagined this whole new world that’s quasi-futuristic, lush, and paradisical. Yet, we wanted it to be believable so we combined it with real elements. The result is a cool, unique mixed-reality with bold visuals. It’s definitely not the usual beauty campaign.”
“Because the product itself is so creative with over-the-top shimmery shades, we wanted to celebrate its fantastical, seductive appeal and encourage makeup-lovers’ to express themselves. We transformed the models’ nails and hairs to look crazy serpentine-like, which is just so fun. And we used the actual product to make the lips look like real fruit. Everything is glistening, glossy, dripping, and sparkling to the max. Just like the makeup.”
Credits
DESIGN ARMY
Co-Founder & Chief Creative Officer: Pum Lefebure
Account Directors: Jake Lefebure, Jessica Deseo
Executive Creative Director: Sucha Becky
Creative Director: Heloise Condroyer
Design Team: Momo Jiang, Sophie Lefebure, Chloe Jung, Yeri Choi
MORPHE
CEO: Simon Cowell
Vice President, Brand: Christie Miller
Senior Director, Editorial: Alex Shannon
Senior Director, Creative Services: Kaly Girot
Director, Ceative Packaging: Victoria Dunst
Project Managers: Brianna Nelson, Alex Drysdale
ON-FIGURE PHOTOGRAPHY
Photographer: Alena Saz
Make-up Artist: Kali Kennedy
Wardrobe Stylist: Luca Falcioni
Hair Artist: Taku Sugawara
Nail Artist: Sophie Lefebure
Producer: Rachel Wright
MODELS
The Industry LA: Isabella
LA Models: Meisheng
PRODUCT PHOTOGRAPHY
Photographer: Jon Paterson
Digital Tech: Maiko Ando
