Alternative title: Beauty Without Limits
Brand: Ulta Beauty
Chief Merchandising and Marketing Officer: Dave Kimbell
SVP Brand Marketing: Shelley Haus
Senior Director, Marketing: Karla Davis
Senior Creative Director: Cara Bonilla
Senior Integrated Marketing Manager: Lisa Lu
Associate Marketing Manager: Joanna Rath
Agency: McCann
President, McCann NY: Devika Bulchandani
Co Chief Creative Officer, New York: Tom Murphy
Executive Creative Director: Caprice Yu
Creative Director: Jordan Kramer
Creative Director: Leo Billard
Associate Creative Director: Ryan Quigley
Associate Creative Director: Andrew Hajjar
EVP Director of Brand Content: David Moore
Chief Production Officer: Nathy Aviram
Senior Producer: Tamara Lecker
Chief Communications Officer: Jeremy Miller
SVP Director Brand Communications: Rahel Rasu
EVP Director Business Affairs: Danielle Korn
Business Manager Music: Sam Belkin
Business Manager: Natalie Hernandez
SVP Executive Account Director: Jaclyn Currie
Account Director: Colleen Moisio
Account Supervisor: Diandra Garcia
Account Executive: Dani Gredoña
Assistant Account Executive: Stephanie Loucas
Chief Strategy Officer – North America: Lee Maicon
SVP Group Strategy Director: Laura Frank
VP Strategist: Jessica Mendoza
Sr Strategist: Claire Stewart
Associate Project Director: Alex Goldklang
Production: Rattling Stick
Director: Sara Dunlop
Executive Producer: Joe Biggins
Executive Producer: Jeff Shupe
Producer: Megan Moore
DP: Antonio Paladino
Editor: Bill Smedley
Executive Producer: Erica Thompson
Producer: Jamie Lynn Perritt
Assistant Editor: Mike Horan
Blacksmith
Flame Leads: Margolit Steiner, Joey Deady
Executive Producer: Charlotte Arnold
Producer: Anna Toyama
Plush
Sound mixer: Rob Fielack
Published: September 2018
Synopsis:
They don’t come to Ulta Beauty to become beautiful; they come because they already are.
Ulta Beauty’s new ad campaign, “The Possibilities Are Beautiful,” launches in September and will run through December. Created in partnership with McCann New York, the campaign illustrates the beauty retailer’s belief that nothing is more beautiful than possibility and that it sees possibilities in each and every person.
“Over the last few years we’ve been on a journey to establish our brand’s ‘All Things Beauty, All in One Place’ proposition,” said Shelley Haus, Ulta Beauty’s senior vice president, brand marketing. “After building an amazing foundation, we are now architecting the next chapter of the brand that builds from that foundation. We are excited to launch our new, breakthrough ‘The Possibilities are Beautiful’ campaign, emphasizing the meaningful role of beauty in our guests’ lives and celebrating our belief that beauty should be limitless.”
Launched September 2, the ads feature people from a spectrum of age groups, ethnicities, body types and gender identities. The team took the approach of ‘casting with meaning’ by including the stories of people who are realizing what their dreams, coming into their own and going beyond what they thought was possible.
“Casting was crucial,’ said Tom Murphy, McCann New York Co-Creative Officer. “We needed to find individuals who truly embodied the notion of beautiful possibilities. The film is a collection of rich personal stories and you feel that as you watch it.”
As a purpose-driven brand, the natural next step for Ulta Beauty was a campaign like this that encompasses the emotional connection each guest feels when they walk through the doors of any Ulta Beauty store.