Urban Decay: Lip Toy pH Staining Lip Oil Launch

Launching a new product in a crowded beauty feed means winning the first second. For Urban Decay's Lip Toy pH Staining Lip Oil, our strategy was to make the product feel craveable before the audience even reads a word. We built the campaign around one idea, "Stays all day, likes to play", and used it as the creative and strategic anchor across every asset.



Rather than presenting shades as a flat swatch lineup, we reimagined each flavor (buttered popcorn, espresso, strawberry, and more) as its own sensory mini-world, where the lip oil behaves like the “treat” it is named after. This concept creates an instant emotional bridge between brand and audience, elevating a regular beauty purchase into an appetite-driven moment of delight.



The creative strategy centers on real ingredients meeting real texture. Hyper-realistic CGI renders of popcorn kernels, coffee beans and ripe berries burst across the frame, while glossy, juicy droplets and pours showcase the product's shine, viscosity and rich color payoff in close-up detail. Each flavor is paired with a bold, saturated palette drawn from its ingredient and anchored in Urban Decay's signature identity, delivering strong brand recognition and visual harmony across the full collection. Dramatic, rhythmic motion (bouncing, snapping, splashing and dripping) drives the storytelling, giving the film a toy-like, mischievous energy that mirrors the product name and makes the core message clear and memorable.



Our AI-assisted CGI workflow enabled intricate micro-details, consistent lighting and rapid iteration across multiple flavors, achieving cinematic quality within an efficient production pipeline. The assets were designed to adapt seamlessly across social, paid media and e-commerce placements, with clear focal points, a thumb-stopping opening and optimized formats to ensure smooth and engaging digital experience.



The result is a cohesive, scroll-stopping campaign that makes the product feel tangible, delicious and fun. It strengthens brand recall, reinforces the playful identity of the Lip Toy collection, and drives desire for the launch through immersive, sensory-led storytelling.