We moved quickly to develop the creative against three key and timely insights.

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PRODUCT INSIGHT: Whenever we build creative around e.l.f.’s viral products, we imagine a world where the product benefits are so powerful, they begin to defy laws of nature — and logic altogether. We applied this lens to the Power Grip Primer, a product that had gone viral within the TikTok community with over 70 million posts praising the product’s gripping power. What if we gave the product gravity-defying stickiness?!

CULTURAL INSIGHT: In order to sell this kind of kooky creative, we knew we needed someone with a strong cultural legacy and plenty of good will, along with real acting and comedic chops. Fresh off the second season of White Lotus and her subsequent Golden Globe win, we casted Jennifer Coolidge to headline. Beyond her obvious appeal, Jen offered a strategic demographic advantage as well, as e.l.f. looked to expand into millennial and Gen-X territory.

TIKTOK INSIGHT: Culling insights from TikTok comes with one caveat: you need to move at e.l.f. speed, as trends are fleeting. Jen had *just* shared her dream of playing a dolphin, and the clip was going wildly viral. We built this moment into our script as an “if you know you know” treat for the audience, and a blast of comedy.