Urban Decay x Fornite
Code: Kindness
Year
2025
Timeline
5 Weeks
Services
Art Direction
Strategy
Branding
Experiential
overview
Gaming has a toxicity problem. And beauty has always been about self-expression. Fortnite × Urban Decay: Code Kindness was built at the intersection of both — a collaboration designed to shift the culture of online gaming by celebrating empathy, respect, and community. Players earn kindness points for positive behavior, unlocking exclusive cosmetics, makeup-themed quests, and in-game rewards. Through immersive UI experiences, social missions, and branded drops, the campaign makes inclusivity something worth playing for. Not a PSA. A game mechanic.
The brief asked teams to leverage new technologies to reinvent the L'Oréal customer experience. The easy answer was the metaverse. Our answer was Fortnite — one of the most played games on the planet, with one of the most toxic communities. The challenge was making a beauty brand feel native to that world without feeling like an ad. The solution was behavioral — reward the actions you want to see more of, and let the cosmetics be the prize. Urban Decay's irreverent, inclusive DNA mapped perfectly onto a gaming audience that was hungry for exactly this kind of cultural statement.
1st Place US Nationals
L'Oreal Brandstorm 2023
Art Director
Juan Osorio
Copywriter
Jorden Moore
Design Management
Nimat Umardeen
