"Throw Anything At Me" Game

Objective

Julep, a digital-first cosmetics brand, launched the campaign to challenge conventional beauty stereotypes and champion women's empowerment. Founder Jane Park sought to create a beauty brand celebrating the daily problem-solving that women do to overcome societal pressures. The campaign coincided with the launch of Julep Cushion Complexion, a new product line.

Solution

Joan Creative developed a multimedia campaign directed by Alex Prager featuring a powerful female protagonist kickboxing her way down a suburban street against symbols of beauty convention—social media icons, beauty magazines, pink clothing, high heels, and household appliances. The centerpiece was a hero film paired with an interactive video game allowing players to control the heroine and kick obstacles out of her path. The campaign launched in late 2017 across digital channels and ran through mid-2018.