Urban Decay – Pretty Different
Urban Decay was born in ‘96 out of frustration with the beauty industry’s homogeny. They emerged with a bold message of rebellion against the status quo. Fast forward to 2019 and the rest of the industry has caught up. New brands have emerged to disrupt the category and once again, everything feels the same. It’s time to make an icon brand iconic again.
In this approach, we shed a light on beauty tropes and stereotypes and mock the sea of sameness that floods our feeds. Through a cast of bold characters that personify the original Urban Decay spirit of rebellion, we disrupt the monotony and shake the world out of its makeup trance.
Director: Young Replicant
Photography: Ted Emmons
Collaborators: Kelsey Liss, Jacki Mucilli, Andrew Spada, Alana Watts, Sophia Moore, Jess Toye, Mary Grace Mosley
Featured: Adweek, Allure, Billboard, Broadway World, Business Insider, Bustle, Campaign, The Cut, Daily Mail, Dazed, Elle, Fashionista, Glamour, Hola!, Hypebae, Nylon, Makeup, PaperMag, Popsugar, Shape, Stylist, Teen Vogue, etc.