Urban Decay cosmetics has been calling out beauty industry bullshit since 1996, so rebranding UD meant keeping the '“pink makes me puke” attitude while championing experimentation.
Introducing Pretty Different, the belief of the pursuit of constant reinvention, not just self-expression. This was brought to life with our UD Citizens that follow the same belief - Lizzo, Ezra Miller, CL, Joey King and Karol G.
*I was a part of the conceptualization of the new brand positioning and film, but did not work on the production.
Urban Decay pursues constant reinvention, so we approached their product launches as stories and used our UD Citizens as characters to carry them out.