For the launch of Power Grip Primer, e.l.f. Cosmetics partnered with Snapchat to create an immersive AR experience
designed to feel playful, social, and native to how Gen Z already uses the camera. As creative lead, I developed the lens concept and creative direction, grounding the experience in real beauty behaviors happening on-platform rather than traditional product advertising.

The campaign blended beautification, interactive world-building, and shareable design moments to drive deeper engagement and connection with e.l.f.’s audience. The lens significantly outperformed benchmarks and became another strong example  of how AR could move beyond novelty into measurable brand impact.

Full case study: linked here.