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e.l.f. Cosmetics has collaborated with Southpaw, Wavemaker UK, Kinetic Active, and Aircards to create its first-ever accessible murals in London (Brick Lane), Manchester (Shudehill), and Birmingham (Digbeth).

The immersive AR Murals for beauty disruptors e.l.f. are a continuation of the work on the successful Express Your e.l.f. campaign. The community-led movement campaign unveiled earlier this year featured an inclusive and diverse cast of 20, in the brand’s successful campaign video.

To launch the AR Mural campaign, Southpaw brought together a collaboration with illustrator and artist Laura Greenan and features Meduulla, a 24-year-old Zimbabwean-born rapper, poet, DJ, and e.l.f.-proclaimed "Mancunian Mermaid" who was a key cast member in the original Express Your e.l.f. campaign video, which has now been viewed over 6 million times. 

The audio and visual murals will be seen in London, Birmingham and Manchester and come alive with the added element of Augmented Reality created by Aircards and Wavemaker UK – by scanning the mural QR code, Meduulla will come to life in the mural and rap her e.l.f. inspired song, explosive. lines. flow. Added to this, the media placement strategy and implementation, by Wavemaker and Kinetic, ensures that the murals and e.l.f. sit right in the heart of communities in a bold, disruptive way. There will also be subtitles and audio descriptors for anyone with hearing impairments or sight loss.