e.l.f. Cosmetics’ GRWM (Get Ready With Music) is a 13-track album for the beauty ritual. It is a transformation experience where bare skin meets a chaos of colors, confidence building with each stroke of the brush, underlined by rhythm and self-expression. With the likes of Betty Who, Olivia Reyes, and Cakes da Killa, it explores the connection between music and makeup, a partnership that scintillates, excites, and empowers.
Role
Art Director
Ai Artist
Client
e.l.f Cosmetics
Press
People,
Nylon,
Adweek,
Billboard,
Bustle,
Businesswire,
Marketing Dive
A common ritual that many can relate to
According to a theme in where 92% of young women believe the mood in “getting ready” is set by music, GRWM is a celebration of everyone’s unique journey. It encompasses the swipes, the blends, and touches of makeup that are meant to set the mood for the journey ahead.
Album art journey
As a makeup guru myself, I was very inspired by my own “getting ready” process, wether that included brush strokes for the cheeks, swipes of a lipgloss for the lips or a precision liner for the eyes, I wanted the experience to be wholistic.
While looking at e.l.f. product I became very intrigued with the art of macro shots of fine textures like loose highlighters and smashed lipstick swatches. I experimented with both Midjourney and Adobe Firefly to create typographic structures for certain textures.
I eventually found different letterforms that I liked and combined them to create the word MUSIC. This would be the art direction that would inform the final album art process with the in-house 3D Render Artist.
On set.
As well as leading the design direction I also took part in conceptualizing sets for each of the artist vignettes. The lyrics from each artist’s tracks as well as their personal vibes inspired the environments and movements for each set.
Press.
To launch, we dropped a single and a music video (not only was it shot in zero g gravity but also gained nearly 10 million views on youtube alone) which shortly led us to score a digital People Magazine cover and high-profile writeup. We also did a homepage takeover on the e.l.f. website as well as creating buzz with an iHeart Media interview with the albums own Charlotte Rose Benjamin.