THE WHAT? Elf Beauty has teamed up with Southpaw to create an immersive AR mural as part of the beauy brand’s Express Your Elf campaign. The mural was designed by illustrator Laura Greenan and portrays rap artist and face of the campaign, Meduulla.

THE DETAILS According to a report published by Marcomm News, the murals can be viewed in London, Manchester and Birmingham and visitors can scan a QR code to make them ‘come alive’. Subtitles and audio descriptors are available for those with hearing or sight impairments.

THE WHY? Lauren Thornton, AVP of International Marketing at Elf, told Marcomm News, “Southpaw continue to push our creative boundaries at every stage of the process. They are inspiring partners who collaborate with all stakeholders, constantly have our community and superpowers in mind and are always finding ways to make deeper connections into culture.”