e.l.f. Beauty x Billie Jean King Cup
As part of e.l.f.’s mission to champion and empower legendary females, e.l.f. co-hosted this year’s Billie Jean King Cup in Malaga, Spain. As e.l.f.’s creative partner, we came up with the platform, “Cause an e.l.f.ing rackett,” how that comes to life at the BJK Cup, as well as helped shape the inaugural Power of Women’s Sports Summit, which was held during the BJKC on November 20, 2024.
Creative Direction Livia Soong | Senior Designer Anna Eastman
Causing An E.L.F.ing Racket at the BJK Cup
As we were ideating e.l.f.’s presence at the BJK Cup, we knew our rally cry and platform had to get loud about the progress made and the journey ahead with women’s sports, celebrate female tennis players, serve up our commitment to celebrate every eye, lip, and face, and have a lot of fun with our products — heroing Power Grip — along the way. As a response, we created the “Get a Grip on Power Suite", where we got loud and shined a spotlight on the power of Billie Jean, the power of e.l.f., the power of Power Grip, the power of the female athletes and fans, and so much more.
Creative Direction Livia Soong | Production Design The Bait Shoppe
Ideated by Day One and executed by The Bait Shoppe, our on-site activation included:
The Power Spritz Bar, an on site “bar” for fans to get their glam and power up their glow with Power Grip
The Billie Jean King Storytelling Wall that serves stats and pays tribute to the woman who started it all—Billie Jean—showing how she caused a racket and changed the game for all women
A branded interactive wall that shows off the power of Power Grip and invites fans to write messages on branded tennis balls and stick them on our Power Grip Wall
A content capture space that features a giant hanging tennis ball (a la Miley Cyrus’s Wrecking Ball) and an exclusive quote from Billie Jean to give attendees a cute opportunity to strike a power pose and snap some content
Branded merch like exclusive tote bags and baseball caps, only available at the BJK Cup