the iconic beauty brand urban decay burst onto the scene in 1996 with a provocative message against the beige and pink world of beautiful blonde models that plagued the industry. over two decades later, their message was the same, but it needed a little refresh. we worked to craft a distopian beauty future where individuality was the only cure to makeup monotony. starring five global citizens, this is “pretty different”.
the cut 
ad age 

campaign highlights:
  • 1B global Impressions
  • 250 global press stories
  • combined 4.2M video views across citizen social channels 
  • the most positively reviewed campaign in ud history (99% positive sentiment)
  • the most youyube video views on embargo day of any campaign in ud history (100k)