Design Army Creates Holiday Drama

Washington, DC-based powerhouse design studio and multi-year Applied Arts Design Awards winner Design Army collaborated with Hollywood photography/director Greg Swales to create a wildly tongue-in-cheek, eye-popping campaign that celebrates holiday glam to the MAX. 

Pum Lefebure, chief creative officer and co-founder of Design Army says of the Morphe "Holiday Drama" campaign "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. It invites 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”. 

The entire design campaign created by the Design Army team consists of snappy film clips, packaging, ads and editorials inspired by old-school TV Soaps. 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, Design Army playfully brought all the shades, shimmer, and over-the-top drama to life in every crazy detail".

Pum Lefebure, chief creative officer and co-founder, Design Army 

Packaging Design: Design Army and Morphe Cosmetics

To make the packaging pop—and seamlessly integrate with the TV soap concept and set design—we found inspo from vintage VHS and box sets that used to “glitch out” in multicoloured lines. Playing with this holographic effect, we 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,” “Crowd Pleaser.” 

Since this is a social-first campaign, the series of short videos needed to snag viewers' attention ASAP. But rather than following the lo-fi iPhone beauty influencer look (that’s oversaturated Instagram), Pum says they worked super hard to create our own style—making it fresh and unexpected with crazy detailed art direction and craftsmanship. Everything is over-the-top visually exciting—the crazy hair; acting; even the dramatic, classical music and suspenseful sound effects (like the violent pull of the lip gloss stick). It’s such a fun spin on soap operas. And I love that everything—the tablecloth to the grapes, pies, whipped cream and Jello mold—is inspired by the products’ colors. It’s just a total sensory trip where kooky meets chic.

The campaign will run everywhere from Morphe’s website to social media, packaging, print ads in Ulta stores, OOH in Times Square and more!

We love this fun, fresh approach to ringing in the holiday season.

ABOUT DESIGN ARMY
From its Washington, D.C. headquarters, Design Army is making its mark on the world, while winning acclaim from clients and peers in the process. The multi-disciplinary brand and creative agency has forged alliances with industry leaders and connected with global audiences. Their projects range in size and scope for clients that span across industries—from hospitality to the arts and entertainment to consumer-packaged goods and retail. Additional clients include Adobe, Netflix, Neenah Paper, The Ritz Carlton, PepsiCo, Saucony, Hong Kong Ballet, and the Smithsonian. Design Army has been featured in numerous online and print publications, including Adweek, Fastco, Huffington Post, Forbes and The Guardian. Additionally, Design Army has been recognized by the AIGA 365, AAF, CLIO Awards, London International Awards, D&AD Awards, ADC Global, The One Show, and the EMMYs. 

W. Designarmy.com | IG: @designarmy | Tt: @designarmyofficial

ABOUT MORPHE
Born in 2008 among the artists and influencers of Los Angeles, Morphe instantly disrupted the beauty industry by making
artist-designed, professional-quality brushes affordable and accessible. As the brand grew—into eyeshadow, blush, bronzer, lip, and more—so did its fanbase of unapologetic makeup lovers. A loyal community that we remain incredibly grateful for!

Over the years, Morphe continued to break boundaries, fueled by iconic collaborations, internet-breaking launches, and an ever-increasing community. Today, Morphe exists to celebrate the inner artist in everyone by empowering beauty beginners and professionals alike with the tools and products to express themselves, unapologetically.

W. Morphe.com | IG: @morphebrushes | Tt: @morpheofficial | FB: @morphebrushescosmetics