As Group Creative Director, I led the team in the concept development and creation of this disruptive campaign. Urban Decay was the first disruptor of the industry, but in the years since they have lost their edge. We helped to bring it back with a 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.
“Pretty Different” is an ode to those who choose experimentation over perfection. The brand's first advertisement 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.
