E.l.f. Brands has ditched the use of generative artificial intelligence (AI) with its new ‘e.l.f. Made to Stand Out’ Christmas 2026 campaign, starring the voice of Scottish actor Alan Cumming.
The 60-second ‘e.l.f. Made to Stand Out’ promotional video debuted on 2 November, across e.l.f. Brands’ digital and social platforms and was created using stop motion filmmaking techniques.
This nostalgic technique is where physical objects are moved in small motions and photographed one frame at a time.
E.l.f. Brands, the collective including e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair, part of e.l.f. Beauty, intended to create a nostalgic holiday campaign with the brand's signature twist.
Narrated by Emmy- and Tony Award-winning actor Cumming, the campaign follows college-aged friends Kit, Echo and Cleo as they reunite in their hometown for the holidays, and get ready for what could be an “awkward night out”.
Instead, the trio discover that the “qualities they have once questioned are actually the things that make them extraordinary”, an e.l.f. Brand company statement read.
“This campaign is an exciting e.l.f. first, and an opportunity to bring a uniquely e.l.f. point of view to the holiday season,” said Oshiya Savur, Chief Marketing Officer, e.l.f. Brands.
“Just as no two handcrafted creations are exactly alike, it is our differences that make each of us one of a kind.
“We want our community to see themselves in these characters and feel something, so we created a world with as much personality as the people in it.”
E.l.f. Brands’ handcrafted direction for the promotional campaign was based on consumer data pointing to the benefits of “human creativity” and nostalgia.
Some 68% of US adults said nostalgia influences the products they purchase, according to research from consumer insights platform Civic Science, cited by e.l.f. Brands.
The promotional short was directed by Cami Kwan, co-founder of Apartment D Films, and the production included women comprising 90% of the puppet team and 100% of the animation team.
Cumming added: “I do love a character with a little something extra, and Kit, Echo and Cleo each have plenty of that.
“What I love about this story is that their differences are not things to hide, they are what make them special.
“Add in the incredible artistry of this handmade world, and it was a rather lovely holiday adventure to be part of.”
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