e.l.f. launches first crowdfunded holiday movie on TikTok

e.l.f. Cosmetics has become the first brand to launch a native film on TikTok, to celebrate the holiday season.

Crowdsourced from the TikTok community itself, the innovative film features some of TikTok’s most recognisable stars combined with everyday TikTokers.

True to e.l.f.’s purpose of empowering its community to go after their dreams, the brand invited all TikTokers’ to audition for a role in the film by dueting with the influencers.  12 talented winners were then selected to feature alongside their favourite creators.

The plot of the holiday movie follows Ash, played by relatable TikTok star Fia James (@fiajames_), who heads to the Big City to surprise her bestie only to discover he’s out of town for the night. Happily, four holiday e.l.f.– e.l.f.’s holy grail products Big Mood, Petty Primer, Camo Cutie and Power Grip Primer, voiced by the big personality of Adam Ray (@adamrayokay), help Ash make the best of the situation by leading her on an epic holiday adventure. Along the way, they meet additional “slay belles” with special appearances by @Glamzilla, @thekalenallen and @vanessafpena.

Throughout the feature, viewers will enjoy throwbacks to key TikTok moments culled from trends and viral videos from 2021.“In the know” TikTokers will catch the well timed meme references and clever use of platform native effects like green screen video.

Kory Marchisotto Chief Marketing Officer at e.l.f Beauty, says: “With our first e.l.f holiday movie, Big Mood, Big e.l.f.ing City, we are guided by e.l.f.’s desire to use our platform to empower our community. We are thrilled to produce this movie on TikTok, shining a spotlight on some of the most creative storytellers on the platform.”

The film ,which rolled out in 3 separate 3-minute videos, is live now on e.l.f.’s TikTok channel @elfyeah.

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