21 DAYS OF BEAUTY
ART DIRECTION + DESIGN
ulta beauty
What is it?
Ulta Beauty's 21 Days of Beauty is a highly anticipated biannual sale, occurring each March and August, offering beauty enthusiasts daily deals with discounts of up to 50% on select products.
What DID I DO?
Over the past three years, I led the art direction for the campaign's promotional spots, collaborating closely with Ulta Beauty to create engaging and brand-consistent content. I also handled client meetings, ensuring that their vision and objectives were met throughout the process.
HOW DID I DO IT?
Building a strong client relationship with Ulta Beauty allowed me to introduce innovative ideas that kept each campaign fresh and exciting. This year, we took the concept further by showcasing balloons inflating, symbolizing growth and anticipation—a clear evolution for the brand.This approach demonstrated the trust Ulta Beauty placed in our creative direction and reflected the brand's revolution in the beauty industry. I directed the vendors producing the spots, guiding them to capture the lively, vibrant essence of the balloons, ensuring they effectively conveyed the excitement of the sale.