New digital film series asks ‘How will you take space?’
A new digital film series by e.l.f. Cosmetics captures real female scientists in their element. In the campaign, all work on the Europa Clipper, a spacecraft studying the surface of Jupiter’s moon (Europa) where life could potentially be discovered. Here, they are most at home in their own skins (naturally sporting the cosmetics brand’s makeup).
The first film of “Women Taking Space” features three NASA personnel: a flight systems engineer, a Mars mission manager and a project staff scientist. They discuss how they chose these careers and the importance of using tech to support your fellow humans. They also touch on the benefits of exploring the cross-section of the arts and science to “solve really complex problems.”
@elfyeah we sat down with some of the amazing women taking up space LITERALLY 🤩🌙 meet the women working behind NASA’s Europa Clipper Mission 🚀 how will you take up space? #NASA #elfcosmetics #eyeslipsface #WomenTakingSpace #europaclipper ♬ original sound – e.l.f. Cosmetics
Ultimately, the narrative poses a big question: “How will you take space?”
This isn’t the first time e.l.f. has sponsored an online film series. Previous efforts include “Make Up Over Makeup,” “Vanity Table Talk” and “Cosmetic Criminals.”
E.l.f. believes its values allow the brand to authentically speak to the power of women.
“Two of e.l.f.’s core values are empowering others and encouraging self-expression,” says Jenita Spirtovic, head of content at production company Starfish, which helped develop the project. “One priority is to do this specifically with young women in mind, as they compose a large part of the customer base.”
She notes that women account for just 20 percent of space exploration professionals, with similar representation challenges across STEM industries.
“E.l.f. can help be part of this solution by elevating the stories of women who have overcome these odds,” says Spirtovic.
The film can be seen across the social platforms, including Instagram and TikTok.
E.l.f. Cosmetics partnered with ad agency Madwell for the campaign, with Julia Ngeow serving as director.
Shahnaz Mahmud
Shahnaz Mahmud is a contributing writer to Muse by Clio.