This was our second time working with E.L.F Cosmetics which provided for extra insight on the brand’s mission and identity. Their new campaign uses “e.l.f” interchangeably with “self,” so we knew that the brand is trying to give their users more power. This is why a mad-lib type of execution was perfect — it allows the unit to give the user exactly what we want, instantly. You can’t control much during shelter-in-place, but you can control what your ad shows you with this execution.