Ezra Miller, Lizzo and Joey King create their own beauty standards for Urban Decay

The makeup brand unveils five new influencers in a spot from Virtue

Published On
Jul 02, 2019

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These days, anyone with a phone can share their own makeup expertise and post a tutorial online. A proliferation of makeup influencers teaching huge audiences how to contour, blend and bronze is opening up the space to people who didn’t feel comfortable learning on their own.

But a renewed emphasis on the “right” way to apply makeup can lead to an uncomfortable amount of conformity, with everyone watching and using the same techniques. It also makes it harder for people who look different from mainstream beauty norms to participate fully.

Urban Decay, a makeup brand begun in 1996 specifically for people (both girls and boys) who wanted to redefine traditional standards of beauty, has launched a new campaign that attempts to peel back the sameness of online influencers. In a spot from Virtue and directed by Young Replicant (a.k.a. Alex Takacs) via Pulse Films, five new Urban Decay spokespeople tear themselves away from a beauty assembly line to wreak a little havoc as they follow their own paths.

“Justice League” actor Ezra Miller, rapper Lizzo, “The Act” star Joey King, reggaeton artist Karol G and South Korean rapper CL bring their own styles and preferences to the way they wear Urban Decay products in the spot, in stark contrast to the one-size-fits-all tutorials occurring in the background.

“Pretty Different” is running globally in digital, social media and out-of-home placements.

Credits

Date
Jul 02, 2019
Agency:
Virtue Worldwide
Chief Creative Officer:
Cameron Farrelly
Group Creative Director:
Kelsey Liss
Creative Director:
Lia Koo
Associate Creative Director:
Alanna Watson
Senior Art Director:
Jackie Mucilli
Senior Copywriter:
Andrew Spada
Copywriter:
Madeline Leary
Art Director:
Sophia Moore
Design Director:
Paul Raffaele
Senior Designer:
Adrian Koenigsberg
Designer:
Jenn Flores
Associate Strategy Director:
Kate Reeder
Senior Strategist:
Kim Uong
Analyst:
Manali Dabholkar
Head of Growth:
Krystle Watler
Head of Client Services:
Marianne Pizzi
Account Director:
Rebecca Babin
Senior Account Executive:
Elizabeth Briggs
Head of Production:
Jill Rothman
Executive Producer:
Celia Williams
Executive Producer:
Chris Stoddard
Senior Producer:
Jenn Gore
Director:
Young Replicant
Production Company:
Pulse Films
Executive Producer:
Casey Engelhardt
Producer:
Matthew Shattuck
Editing House:
Wax Communications
Editor:
Eddie Ringer
Assistant Editor:
Drew Balke
Executive Producer:
Toni Lipari
VFX:
Wax Communications
VFX:
Garrett Walter
Finish:
Wax Communications
Color:
Freefolk
Color:
Paul Harrison
Music House:
Vice+
Director of Music:
Charlotte Von Kotze
Music:
‘Opr’ by Gesaffelstein
Music Coordinator:
Rowan Puri
Mix:
Sonic Union
Mixer:
Julienne Guffain

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