Globe extended an existing partnership between EMI’s Caity Baser - one of the UK’s fastest emerging singer-songwriters - and cosmetics brand e.l.f., who collaborated with Caity as their first UK brand ambassador.
Caity’s track ‘Disco Shoes’ became the official soundtrack to e.l.f.’s debut global TV commercial, which celebrated individuality and self-expression, featuring a cast of 20 dynamic personalities. The campaign kicked off in style with an immersive ‘express your e.l.f.’ pop-up event in East London, where Caity performed her latest hits to an intimate crowd of fans and influencers, including her track Disco Shoes. The event featured interactive ‘glam-cam’ moments including a red carpet-style ‘glamdroid’ photo opp, branded backdrops and even a convertible car, allowing guests to show off their e.l.f. makeovers and capture memories from the day. Alongside her performance, Caity featured in e.l.f. 's Instagram livestream and hosted a meet and greet with fans where she gave away signed merch.
Through a series of content pieces released across Instagram and TikTok, Caity shared news of the campaign, using her trademark sense of humour to embody e.l.f. 's campaign tagline ‘express your elf’. She called out her favourite e.l.f. products in a ‘Get Ready With Me’ video on TikTok and shot her own version of e.l.f.’s TV commercial, in which she answered the question: ‘What does e.l.f. mean to you?
To celebrate the announcement of Caity’s debut mixtape ‘Still Learning’ an immersive fan event was created, with 50 fans in with the chance to win a spot to attend. Making their way through 7 rooms, fans had the chance to hear unreleased tracks from the mixtape, have a makeover with e.l.f. make-up artists to recreate some of Caity’s iconic eye makeup looks, and to hang out with Caity. Each room involved tasks, such as recreating Caity’s track ‘Pretty Boys’ by jumping on a giant music pad to release the sounds, a hunt for e.l.f. goodies in a giant ball pit, and manifestation room where fans were invited to write down what they are Still Learning. Caity also offered signed merch to fans who completed the challenges, alongside a golden ticket to attend one of her upcoming tour dates. A wrap up for the event was created and shared on Caity’s channels - watch here
The partnership was covered in an interview piece with lifestyle magazine Popsugar, in which Caity shared her best advice for staying confident and the 3 beauty products she can’t live without.