Morphe
Make Life Colorful
While leading creative at Morphe , I creative directed the #LIVEINCOLOR campaign in celebration of Pride. Far from an ordinary Pride campaign, we featured a cast comprised of our employees telling their own impactful stories in their own voice. The social media led campaign resulted in a $260,000 donation to The Trevor Project and has since been repeated annually by the company.
Director: Spencer Higgins
Director: Jon Sams
The Stories
The cast members each told emotionally impactful pride stories as unique and varied as the people themselves. Experiences ranged from overcoming the trauma of being present at the Pulse night club massacre, to transitioning their gender, to the support and love of their father. How they were supported by community and family through difficult times, and the catharsis of makeup artistry. For some cast members, participation in the campaign was there coming out to their family.
How it
Came to Life
A microsite was built as a repository for the cast members’ stories and to serve as a hub for the initiative. Sellable product was feature but the stories were the primary focus. The brand participated in the 30th anniversary of Pride in New York City, bringing the Pride Tribe together to participate in events in support of The Trevor Project. The campaign was also brought to life in-store.
