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From the 15th Annual Shorty Awards

e.l.f. Cosmetics: "It's an Glow Storm"

Finalist in Integrated Campaign, Branded Content, Single Post or Activation

Bronze Honor in Launch Campaign, Earned Media

Audience Honor in Beauty, Earned Media

Entered in Brand Awareness Campaign, TikTok Partnership


With Holiday 2022 on the brink, SHADOW set out to create a 360° digital-first campaign that would continue to surpass the bar that the #1 Gen Z brand, e.l.f. Cosmetics, continues to set for itself. It just so happened to coincide with an upcoming restock of its mega-viral sellout product - Halo Glow Liquid Filter, which had accumulated a 75,000 waitlist. 

To announce this highly anticipated restock and market the brand’s collection of holiday glow products, we partnered with the original authority in weather, The Weather Channel, and GRAMMY® Award-winning singer, songwriter and multi-instrumentalist, Meghan Trainor, to share the breaking news of an impending glow storm engulfing the nation. 

Powered by a singular insight from The Weather Channel — “8 out of 10 women change their beauty routines with the weather” — we let the masses know: no matter the weather, wherever you are, it can always be a 100% chance of glow.

Strategy and Execution

We ideated and executed the campaign from start-to-finish in two weeks, leading up talent casting, creative direction, scripting, content production, motion design, social strategy, PR strategy, paid media integrations spanning social, digital and OOH, and two days of an IRL guerilla stunt in New York City. 

Key elements that brought the program to life include:

Despite the success of the campaign, no program comes without its set of challenges. The project was executed in just two weeks; while a multi-faceted program with a tight timeline was certainly challenging, e.l.f. Cosmetics is celebrated for working at “e.l.f. speed” yet never sacrificing innovation or quality along the way. These quick turn projects often are the most successful and rewarding, and as the brand’s partner, we love being in their SHADOW at an exciting pace. They truly are a decisive team of visionaries who trusted us to deliver this dream campaign in record time.


The campaign results exceeded the brand’s objectives – creating a national moment that was celebrated among editors, influencers and consumers alike. 

Key results included:   


Video for e.l.f. Cosmetics: "It's an Glow Storm"

Entrant Company / Organization Name

SHADOW, e.l.f. Cosmetics


Entry Credits