IPSY

 In collaboration with Riley Williamson we created a branding campaign for Ipsy. Our goal was to focus on working with
something fun and energetic. Therefore, we concluded that a cosmetic brand would be the perfect fit. We combined the
forces of live action and 2D animation to support the feeling of what the brand is.

Credits: Lucila Conen, Riley Williamson

2D animation, Typography, Live Action

Photoshop, Illustrator, After Effects

Styleframes

Details

Ipsy is an inclusive, fun and creative cosmetic company. The brand sends personalized packages of 5 trial beauty products to its
subscribers every month that vary from skin products, to hair products and makeup. Their main focus is to inspire people from
all around the world to express their unique beauty by exposing their subscribers to playful, new products.

We wanted to play off the brands emphasis on self-expression by creating a cute colorful piece that explores the brand’s identity
and the customers interaction with the products. With this brand campaign we wanted to invite a variety of makeup lovers to
subscribe to the Ipsy experience by also reflecting the inclusiveness of the brand.

Moodboard

Process

We considered that using live action would help connect the audience with the brand since its their main target, therefore for
this project we started by recording our own footage for the content of the videos. It took us a few hours of shooting but we
had fun in the process. Once we had what we needed we focused on typography and the illustrations that were going to be
added to the composition in order to make it colorful and exciting. We played with a variety of ways to combine these elements
till we were satisfied with the result.