e.l.f. Cosmetics drop their viral e.l.f. von zehn campaign
Creative agency, 72&Sunny and Mill+ deliver a viral e.l.f. von zehn campaign.
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e.l.f. Cosmetics decided to eschew a big TVC for the Super Bowl this year and instead opted for a social-first campaign, combining a 4-hour live stream on Twitch / Instagram / YouTube / TikTok with over 20 individual social films that we were fortunate to produce for them, in collaboration with 72&Sunny Amsterdam.
Creative agency, 72&Sunny asked Mill+ for our help in building on their viral e.l.f. von zehn campaign. The original TVC campaign showcased the brand’s affordable, high-performance products through a playful approach to beauty, rooted in community insights and cultural humour. Featuring actor Christopher Kouros as a quirky scientist, the campaign was intended to disrupt the norm, but they wanted to take it a step further…
72&Sunny approached Mill+, The Mill’s award-winning creative content studio, to produce 20 x 10' social films, shot and delivered in record time. The goal? To boost the virality of an already successful campaign by capitalising on advertising’s biggest event – the Super Bowl. The vision was a social-led, reactive campaign that would allow for real-time game reactions, allowing the beauty brand to engage with their online community across Instagram, TikTok and Twitch.
Credits
powered by
- Agency 72andSunny/Amsterdam
- Production Company The Mill/London
- Director Dan Castella
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Credits
powered by
- Agency 72andSunny/Amsterdam
- Production Company The Mill/London
- Director Dan Castella
- VFX & Post Production The Mill/London
- Sound Design Bubble TV
- Chief Creative Officer Ashley Rosebrook
- Executive Creative Director Simone Moessinger
- Creative Director Patrik Lenhart
- Design Director Masaya Kochi
- Creative Camila Trapasso
- Producer Liam Bendell
- Executive Producer Jack Howard
- Producer Nadine Leswi
- Production Designer Lea Kemmery
- DP Dan Stafford-Clark
- Editor Christian Sandino-Taylor
- Senior VFX Producer Elle Lockhart
- VFX Alex Lovejoy
- VFX Chris Knight
- VFX Richie White
- VFX Dan Lorenzini
Credits
powered by
- Agency 72andSunny/Amsterdam
- Production Company The Mill/London
- Director Dan Castella
- VFX & Post Production The Mill/London
- Sound Design Bubble TV
- Chief Creative Officer Ashley Rosebrook
- Executive Creative Director Simone Moessinger
- Creative Director Patrik Lenhart
- Design Director Masaya Kochi
- Creative Camila Trapasso
- Producer Liam Bendell
- Executive Producer Jack Howard
- Producer Nadine Leswi
- Production Designer Lea Kemmery
- DP Dan Stafford-Clark
- Editor Christian Sandino-Taylor
- Senior VFX Producer Elle Lockhart
- VFX Alex Lovejoy
- VFX Chris Knight
- VFX Richie White
- VFX Dan Lorenzini
So, how did The Mill do it?. EP Jack Howard and Senior Producer Elle Lockhart assembled the dream team to tackle the brief at lightning speed, bringing together the comedy chops of Mill+ director Dan Castella, choreography by Movement Director Carina Howard, and an endless array of Super Bowl themed props by Production Designer Lea Kemmery, to shoot the hilarious content in front of a green screen in central London.
Onto a world-class Editor and The Mill’s VFX experts to finalise that lo-fi, satirical product. The task was to create an ‘amateur VFX’ look for the green screen comps, to add another layer of humour to the content. Bad green screen keying, poor animation and quirky mistakes have been thrown in to compliment the hilarious acting and editing that gives this spot its appeal.
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Mill+ Director Dan Castella said: "A race against the clock, tight deadlines, fast-moving parts, and no room for error. But that pressure pushed us to be sharper, more instinctive. Everyone brought their A-game, and what we delivered wasn’t just fast; it was impactful. Proof that great work doesn’t need endless time, just the right team and a clear vision."
Mill+ EP Jack Howard adds: "This project was a masterclass in creative agility, made possible by a bold client and a fast-moving agency working totally in-step. The creative brief from e.l.f. and 72&Sunny demanded speed, humour, and a deep understanding of internet culture, and we knew we had to embrace the chaos in the best possible way. From assembling a top-tier team to delivering 20+ individual social films, it was all about striking the perfect balance between high-energy production and intentionally lo-fi execution."
