The holidays are a time of joy and celebration, and let’s be honest, family drama. Channeling the chaotic energy of The Bear’s infamous “Fishes” episode, Design Army’s latest campaign for Morphe Cosmetics takes holiday family dynamics to a whole new (and glamorous) level.
Centered around a festive family gathering, the campaign features a little sister, big sister, and Mom, serving up eye rolls, side-eye glances, and sibling rivalry with full drama. Set against the backdrop of a holiday dinner table, the characters are dressed to the nines in head-to-toe glamour, with a focus on Morphe’s stunning holiday drama looks.
The idea behind this campaign was to highlight the real, unfiltered dynamics that happen at family gatherings during the holidays—characters that consumers can actually relate to. You’ve got the overbearing mom, the annoying little sister, and the tension that we all know too well.
Pum Lefebure, Chief Creative Director, Design Army
Executed as a series of mini-episodes, the campaign captures the essence of holiday family antics—complete with sound effects and over-the-top thrills. The scenes reflect the relatable moments of stress and flawed familial love we all experience during the season, but with a stylish twist, thanks to Morphe’s bold, festive beauty products.
Every detail was thoughtfully considered in executing this campaign. Photographer Greg Swales expertly captured the drama in the stills, while DP Chevy Tyler brought those moments to life through video, seamlessly blending the two to create a cohesive and dynamic visual story.
The result is a series of beautifully crafted images that capture the essence of holiday drama with a playful touch and striking visuals.
It was also important for us to show different age groups in the mix, because makeup is for everyone, no matter your age. We wanted to create something that feels true to life but still full of that glam and fun Morphe is known for.
Pum Lefebure, Chief Creative Director, Design Army
