12.20.21
Elf Cosmetics is celebrating the season and recapping the biggest trends of the year with an innovative holiday TikTok movie. It’s the first time the brand has launched a TikTok-native film, crowdsourced from the TikTok community.
The film was developed and produced with creative agency Movers+Shakers, an agency with over 150 billion views on TikTok, including e.l.f.’s iconic #eyeslipsface challenge.
Debuting today on Elf’s TikTok channel, @elfyeah, the film features some of TikTok’s most recognizable stars combined with everyday TikTokers to have their moment in the spotlight. True to Elf’s purpose platform of empowering its community to go after their dreams, Elf invited all TikTokers to audition for a role in the film, simply by duetting with the influencers.
Twelve talented winners were selected from a pool of diverse submissions and will be featured alongside their favorite creators in the film made for TikTok by TikTok.
“With our first Elf holiday movie, “Big Mood: Big Elfing City,” we are guided by Elf’s desire to use our platform to empower our community,” said Kory Marchisotto, chief marketing officer, Elf Beauty. “We are thrilled to produce this movie on TikTok, shining a spotlight on some of the most creative storytellers on the platform.”
The holiday movie follows Ash, played by relatable TikTok star Fia James @fiajames, who heads to the big city to surprise her best friend only to discover he’s out of town for the night. Happily, four holiday “elfz” – Elf’s holy grail products: big mood, petty primer, camo cutie and the brand’s new power grip primer, voiced by the big personality of Adam Ray @adamrayokay – help Ash make the best of the situation by leading her on an epic holiday adventure.
Along the way, they meet additional “slay belles” with special appearances by @Glamzilla, Kalen Allen @thekalenallen and Vanessa Pena @vanessafpena.
Throughout the feature, viewers will enjoy throwbacks to key TikTok moments culled from trends and viral videos from 2021. “In the know” TikTokers will catch the well-timed meme references and clever use of platform-native effects, like green screen video.
To heighten the hype, Elf has also enlisted actress Sarah Hyland to share her favorite holiday movie traditions on her TikTok. She will be watching the film and celebrating its launch by getting glammed up with her favorite star-studded Elf products.