Leading the campaign work for this partnership came with it’s challenges—blending to unique brands with their own distinct look and feel, working with partners both internally and externally, and elevating awareness amongst consumers who could already choose to go the Ulta Beauty right down the street from their local Target.

It was important for me, that we leaned it to what consumers loved most about beauty—which is how it makes you feel. Excited to try a new shade of lipstick, relaxed to go through your nighttime skincare, frustrated with that blemish that won’t go away. Capturing that visually was all about leaning into the product and what it could offer. No BS, just evoking the feels.