Throw Anything At Me
View in store- Brand
- Julep
- Year
- 2017
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Joan Creative
Objective
Julep was launching its Cushion Complexion product and wanted its first major campaign to do more than sell a shade range. Brand research commissioned by founder Jane Park found that most American women feel pressure from unrealistic beauty standards, unwanted sexual attention, and workplace inequality — even as makeup helps them face the day with confidence. Instead of reaching for the usual empowerment clichés, Julep and agency Joan Creative wanted to turn that everyday friction into a joke the brand was in on, one women could act out for themselves rather than just watch.
Solution
The game sits on Julep's site at the end of the campaign's hero film, ready to play straight in the browser. Before it starts, the player picks their own Cushion Complexion shade for the heroine. Then they take control of her as she walks down a suburban street, punching and kicking away everything thrown in her path — catcalls, social-media icons, glossy magazines, pink outfits, high heels, even a washing machine — earning points for each obstacle knocked aside. Rendered in a scrappy 8-bit style, the game needs no install or sign-up: a session is simply choosing a shade, fighting down the block, and seeing how high a score you can rack up before the street runs out.
- 1
The game is embedded on Julep's campaign page for its Cushion Complexion launch, alongside a hero video of a director-shot ad in which a woman kickboxes her way down a suburban street; players launch the playable version directly from that same page, and it runs in-browser with no download.
- 2
Before play begins, the player picks a foundation shade, which sets the skin tone of the on-screen heroine they will control.
- 3
The core loop is a side-scrolling, 8-bit pixel-art arcade sequence: the heroine advances down a street while objects fly at her, and the player times kicks to knock each one out of her path.
- 4
The obstacles are not generic hazards but stand-ins for everyday pressures on women — street catcalling, body-shaming, unrealistic beauty standards, workplace inequality, and domestic chores.
- 5
Each obstacle knocked away adds to a running score, which is the game's only feedback and its measure of success.
