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Special Project

Special Project
From the 7th Annual Shorty Awards

Beautified – The Instant Transformation

Entered in Humor


In late August 2014, Beautified rolled out a completely redesigned and expanded iOS app. To celebrate the relaunch, Beautified also released "The Instant Transformation." Starring internet comedian and personality the Fat Jew (@thefatjew), the short film follows him as he prepares for a night out with friends, running into familiar faces along the way. From waxing to a blowout to a facial, we follow the Fat Jew as he gets beautified and "transforms" into model and actress Dree Hemingway.

With cameos from personalities such as Leandra Medine (@manrepeller), Theophilus London (@TheophilusL) and Beautified's own Hannah Bronfman (@hannahbronfman), the video was a hit with the fashion and beauty community immediately. It was shared on influential fashion websites, including Women's Wear Daily, Harper's Bazaar, Byrdie Beauty, Marie Claire, among others, as well as on social media. Our cast shared exclusive teasers and behind the scenes footage from the video shoot on their personal Instagram and Twitter accounts, creating an additional layer of excitement and buzz for the video.

Thanks to the video's release, Beautified was able to continuing celebrating its 1st anniversary throughout Labor Day weekend and after.

Strategy and Execution

To celebrate the launch of its updated and redesigned app as well as its 1st anniversary, Beautified produced The Instant Transformation. The short film, which Byrdie dubbed "the funniest video you'll watch all day," presented the Fat Jew in a bind many women can relate to: getting ready for a night on the town, with so much to do, in so little time. During his self-deprecating journey to looking presentable for a night out, the Fat Jew uses Beautified to book same-day appointments at Red Door Spa and Completely Bare – a creative play on Beautified's ability to book beauty treatment on the fly.

The film also features cameos from Theophilus London, Leandra Medine, Dree Hemingway and Beautified Co-Founder Hannah Bronfman. To-date, the video has more than 7,000 views and has been shared on social media hundreds of times.


Video for Beautified – The Instant Transformation

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