For years, e.l.f. bronzing drops have been one of the products e.l.f. fans wished the most. When the drops finally dropped, we knew their followers would go wild for them, so we lean into their feral behavior.

We teased the release by using comments from the fans showing how desperate they were for e.l.f. to create their version of bronzing drops, and we brought them to life in animated, fun, quick stories.

With the help of AI, we created overnight, a mini emo song and music video using some very dramatic and emotional comments.

For the launch itself, we doubled down on the Go Wild theme, and with the help of Jameela Jamil, we created a series of videos narrating the peculiar behavior of homo-sapiens as they discover the sought after drops.