e.l.f. cosmetics
Pachuca Website
e.l.f. (eyes.lips.face.) partnered with Colombian artist Manuel Turizo to celebrate its passionate Latina community through “ojos. labios. cara.”—an anthem honoring the power and beauty of every face, lip, and eye.
Inspired by the bold 1940s Pachuca movement, the video pays tribute to Mexican American women who used style and makeup as acts of defiance. We collaborated with Dr. Catherine S. Ramírez—whose work inspired the concept—to ensure authenticity and depth.
To amplify the story, we launched a website, created social content, and facilitated a donation to support ethnic studies. As art director and designer, I led the visual design across digital platforms and was on set for the shoot featuring Dr. Ramírez and the Pachuca aesthetic.
Agency: Madwell Role: Art Director & Senior Designer
Website highlights
Throughout the site, we embraced a rough-yet-refined aesthetic that mirrors the bold, defiant elegance of the Pachucas themselves.
To further honor the movement, we blended scholarly elements with historic collages, creating a visual tribute to its rich cultural legacy.
With a wealth of information to share, we incorporated interactive UI elements—like a clickable motion—to keep readers engaged and immersed in the experience.
In the Pachuca 360 interaction, as users scrolled through the page, the Pachuca rotated to reveal the distinct elements of her iconic outfit, offering an immersive look at her bold, rebellious style.
Another form of Rebellion for Pachuca’s was their use of Spanish and English lexicons. We created this word ticker that went through some of their common phrases.
We ended the site asking users to spot the influences in the ojos.labios.cara music video.
See the full website here
Social
We took the website to social media and made a post to honor Latinas during Hispanic Heritage Month to e.l.f.’s 7.5 million followers.
As a member of the Mexican-American community and learning about Pachucas at school, working on this project was an incredible honor—I cherished every moment of it.
Fun fact: Throughout this project, we were able to source historical photographs of Pachucas that had never before been seen.