A brand anthem championing ULTA Beauty’s commitment to moving beauty forward.

Beauty&

THE BRIEF

Thru the decades, we’ve watched the aperture of beauty widen. We’ve celebrated culture shifters who challenge beauty standards and how we define them. And, as the lens widened, so did our perspectives. We no longer live in a world where feeling and being beautiful is limited to what you look like or where you come from. Rather, it’s about embracing and sharing who you are.

And we needed to shine a light on ULTA’s promise to empower true authenticity that changes the world.

THE SOLUTION

An anthem that shows the world of beauty is built with ands.

THE PROCESS

As a junior art director, I joined the creative team to help shape the visual world behind that message. While I wasn’t part of the original brief, I knew how I wanted to approach the work immediately after reading the script. This art needed to imitate life and tell the story of how beautiful things, people, and purposes can all exist at once. Thru collage, layering, and grid system techniques, we explored how we could build a world of “ands,” not absolutes. From editorial pacing to scene layering and story composition, our world of beauty was created. That world made room for every identity and story moving beauty forward — connecting our world of ands with ULTA Beauty’s mission. The possibilities are beautiful, and those possibilities were shared thru TVC, OLV, and social.