Company:
e.l.f. Cosmetics
Year:
2024
Duration:
2 Weeks
Overview
e.l.f. sought to position itself at the forefront of innovation with an immersive experience built for Apple Vision Pro. The goal was to reimagine how beauty fans engage with the brand in a spatial computing environment merging product discovery, storytelling, and play. One big piece was ensuring that we empahsize the product "hero" personalities through tactile and immersive strategies.
Visual Execution
Crafted spatial UI, gesture-based controls, and branded 3D environments. Designed intro animations and high-fidelity frames for internal use and R&D planning.
Creative Strategy
Developed the immersive concept, wrote and directed the user flow, and created storyboards and design direction for the Vision Pro experience.
Emotive Experience Flow
01. Enter the e.l.f. World
Emotion: Intrigued
Users begin with a cinematic fly-through that feels soft, elevated, and distinctly “e.l.f.” Bright but minimal spatial environments invite exploration without overwhelm. The tone is playful yet sleek, immediately pulling users into an unexpected world of beauty and technology.
02. Discovery
Emotion: Curious
Once inside, users encounter floating product visuals — each surrounded by light interactions, ingredient tags, or benefit animations. This is not just browsing, it’s discovery through motion and mood. Products appear less like inventory and more like possibilities, sparking natural curiosity.
03. Immersive Product Power Moment
Emotion: Empowered
Interacting with a product unlocks its “superpower.” Maybe it’s a visual effect that mimics hydration, a breakdown of ingredients, or a real-time animation of skin transformation. Each feature is experiential giving users the feeling that they understand the product’s impact, not just its claims.
04. Playful Interaction
Emotion: Engaged
Users are encouraged to try on products using filters or mood-driven prompts like “What’s your vibe today?” and guiding them to curated looks. Micro-games, gestures, or touch-based motion keep the interaction light and fun. There’s no wrong way to play this is beauty on your terms.
05. Seamless Checkout
Emotion: Fulfilled
When a product or look resonates, checkout is subtle and integrated. A floating cart, quick-swipe option, or “save for later” feature allows users to exit with ease, no pressure, no disruption to the mood. It’s less about converting and more about completing a moment with grace.
Results
This concept played a pivotal role in helping us secure the deal with e.l.f. Cosmetics. By translating their bold, inclusive brand into a visionary spatial experience, we demonstrated how e.l.f. could lead in the AR/VR space without losing its playful, accessible voice.
The work not only pushed creative boundaries it also pushed the conversation forward internally, inspiring broader interest across e.l.f.’s marketing and innovation teams. The experience served as a proof of concept for how immersive storytelling could deepen brand engagement, and ultimately became a strategic lever that helped move the partnership across the finish line.
