e.l.f. Cosmetics and Movers+Shakers came together to expand the limits of beauty brand marketing, cementing e.l.f.’s role as an entertainment brand.

Based on an insight mined from the community, this True Crime faux-documentary became a blockbuster moment. The 15-minute film, Cosmetic Criminals, spotlights the epidemic of "intergenerational cosmetic theft," leaving viewers of all ages laughing hysterically and complimenting the “genius marketing.”

Watch the full commercial here and watch the case study video above.