Urban Decay Reimagines Self-Expression with Bold ASMR Campaign

To launch Urban Decay’s 24/7 GLAZE-ON EYESHADOW, London Alley created Glaze On, an ASMR-centric social media campaign that lets the product do the talking. To create a scroll-stopping experience, the brand tapped London Alley and its in-house creative studio to lead the strategic and creative development.

Urban Decay wanted to reimagine typical beauty advertising with a bold, high-fashion visual approach. To do so, London Alley created a visual identity and sound design strategy that tapped into mood, energy, and self-expression to create an edgy and exciting portrayal of beauty that contrasts the flawless, whimsical shots that have become standard in the category. The sound design and visual scapes nod to the LA sunset, an homage to the birthplace of Urban Decay.

The global, social-first campaign is targeted to the brand’s existing millennial consumer base as well as a new gen z audience. The campaign will be running primarily on TikTok and Instagram, with additional placements on YouTube and Facebook.

The campaign was directed by London Alley’s Melody Maker.