Art Director
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Urban Decay: Rebrand

In 1996, Urban Decay shook up the status quo in an industry that was plagued with “pretty.” Their famous “Does Pink Make You Puke” campaign and brand line “Makeup for Boys and Girls” challenged the norms and gave them the edge in the beauty world.

Twenty years later, the industry’s back to the same old boring tricks. Airbrushed models and faux diversity are stifling creativity, so we’re calling bullshit. When makeup brands tell everyone to “be yourself,” we answer: “We can be whoever the fuck we want” with a new brand platform we’re calling “Pretty Different.”

“Pretty Different” proudly rejects the sameness that runs through the industry today, giving beauty junkies a reason to feel inspired by Urban Decay.

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  Role  Lead Art Director  Client  Urban Decay   Director  Young Replicant  Director of Photography  Frank Mobilio  Photographer  Ted Emmons  Creative Director  Lia Koo  Copywriters  Alanna Watson & Andrew Spada  Makeup  Charlotte Willer   Hair  Lizzie Arneson  Wardrobe  Amy Mach

Role Lead Art Director
Client Urban Decay

Director Young Replicant
Director of Photography Frank Mobilio
Photographer
Ted Emmons
Creative Director Lia Koo
Copywriters Alanna Watson & Andrew Spada
Makeup Charlotte Willer
Hair Lizzie Arneson
Wardrobe Amy Mach