URBAN DECAY
For free expressioners who value makeup which expresses themselves, Urban Decay provides them with quality makeup products which matches their inner confidence.
BIG IDEA
Urban Decay mirrors the complete, whole, strong, independent woman that I am.
 
LINE
Own Your Queendom
PRINT
Our print ads are dedicated to showing makeup in a new light - as a medium for expression, not to cover up who you really are. 
COMMERCIAL
RADIO
  • Own Your Queendom
  • -
  • Camilla Cabello
00:00 / 00:00
STREET STUNT
Picture this, Urban Decay sets up a few tents in a highly populated area offering 5-minute makeovers. During which the women are taught by the makeup artist about the different Urban Decay Products and how to use them.
After the makeover, the women are treated to a personal mini photo shoot. While taking the shots, the photographer asks questions about the different women, getting to know them and how they are dominating and "owning her queendom."
Little do they know, as these questions are being asked, a designer is sitting just off to the side photoshopping the woman onto a beautiful "throne" inspired by the woman herself.
SOCIAL MEDIA
Makeup junkies love watching influencer apply their makeup, so we created a YouTube series featuring women who "own their queendom."
NATIONWIDE STUNT
The crowning ceremony has begun. Watch on International Women’s Day as urban decay "crowns" famous statues of women who, in their own regard, have owned their queendoms.

I ideated the big idea and executions. I helped design the print ads, then photographed those prints as well as the makeover stunt. I also filmed and edited the commercial and social media spot. 

Account Manager: Erin Gazdik

Account Planner: Marinda Cummings

Art Director: Taylor Whitlock

Copywriter: Lorien Pereya 

Content Creator: Katie Baker

The conversation around sexual harassment starts with listening.
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