Urban Decay

Moondust
‍

Challenge:

Urban Decay’s Moondust line is defined by an intense, multidimensional sparkle that shifts with light and movement. The challenge was to translate this highly tactile, sensory experience into short-form social content — where attention is limited, sound is often off, and visuals must communicate instantly on a small screen.

The campaign needed to feel bold and unmistakably Urban Decay while remaining product-led: not abstract beauty visuals, but imagery that made the shimmer itself the hero. The goal was to create something that stopped the scroll and conveyed the unique texture, depth, and drama of Moondust in seconds.

Our Approach:

We created a sequence of cinematic shots that imagined the product as part of its own celestial ecosystem. The story begins with the Moondust product breaking through the surface of a literal moon, releasing it into a weightless field of sparkling liquid light. From there, it travels through an otherworldly environment before landing on an alien beauty planet — a place defined by shimmer, reflection, and atmospheric glow.

Rather than presenting the product in isolation, the visuals situate it within an imaginary world where Moondust is not just makeup, but a natural element of the environment itself. The landscape, materials, and lighting all echo the product’s signature texture, suggesting that the formula originates from this luminous terrain.

The result is a narrative-driven product reveal that transforms shimmer into geography, packaging into artifact, and application into discovery — allowing the audience to experience Moondust as something found, not manufactured.

Results & Impact:

The campaign delivered a highly recognizable visual signature for the Moondust line across social platforms. By focusing on the material qualities of the product — sparkle, depth, and color shift — the content communicated value instantly without relying on text or sound.

The videos functioned both as product showcases and as standalone visual experiences, performing effectively in fast-scrolling feeds while maintaining a premium aesthetic. The approach reinforced Urban Decay’s identity as a brand driven by bold texture and high-impact finishes, helping position Moondust as a statement product rather than just another eyeshadow.