Agency
72andSunny
Director
Sergio Granados
DOP
Luis Perez
Prod. Company
Lovster
Role
Creative Director
An e.l.f.enovela series made specifically for TikTok and IG and inspired by Mexican telenovelas. When we launched e.l.f. in Mexico we started by taking cues straight from e.l.f. community’s excitement and love for its unbeatable value.
e.l.f. cosmetics is bringing a new era of beauty to Mexico with Descubre e.l.f.ecto (discover the e.l.f. effect). These e.l.f.enovela episodes isn’t just drama—it’s unexpected OMG! magic. Because premium beauty shouldn’t be exclusive but for every eyes.lips.face. We gave the classic telenovela a social-first, vertical glow-up. And to make it even better? We teamed up with Mexican telenovela comedians and fan-favorite influencers (Debora Rios, María José Mariscal amongst other). The plots? from Power Grip Primer holding stronger than a family secret to blush so radiant it leaves even the biggest gossipers speechless—this launch is serving OMG moments on repeat.
Made over 50M organic views in just 3 days which led to the production of more episodes as requsted by the fans (coming soon).