e.l.f. cosmetics || Ojos labios cara

Dr. Ramirez x e.l.f.

This project held a special place in my heart - e.l.f. Cosmetics had recently shot a music video with Manuel Turizo, and Dr. Catherine Ramirez, chair of the Latin American and Latino Studies Department at the University of California, Santa Cruz, was used as a style expert on set for the wardrobe, makeup, and cultural references in the video. We then had the opportunity to bring her back for added educational-content on the history of the Pachuca movement, and how the Pachuca style was historically impactful and resonates in today’s culture.

This BTS-style shoot was shot in house on an XR screen, along with a volumetric scan of our Pachuca model. Very tech-heavy, and very cool!