In the cluttered world of direct-to-consumer and celebrity-born beauty brands, it has become impossible for brands to stand out. Urban Decay was the first disruptor of the industry, but in the years since their launch in 1996, they have lost their edge. We helped to bring it back with a rebrand campaign that is our attempt at “UNSUBSCRIBING” from the norms of the category. Reminding our viewers that make-up is a tool for experimentation and self-expression. And you don’t have to subscribe to anyone else’s standards.
Since its founding, Urban Decay has challenged the notion that makeup is just for the purpose of beauty. “Pretty Different” is an ode to those who choose experimentation over perfection. One of the first advertisements Urban Decay put out in to the world said “Does pink make you puke?” This was their way of establishing that disruptive spirit they’ve always been known for. We were inspired by that when we created this new world. “Pretty Different” encapsulates that same spirit and celebrates what Wende Zomnir created 23 years ago.
The results have been nothing but positive.
250 global press stories
Combined 4.2M video views
The most positively reviewed campaign in UD history (99% positive sentiment)
The most YouTube video views on embargo day of any campaign in UD history (100k)
