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New Ulta Beauty Ad Campaign Showcases ‘The Possibilities are Beautiful’

Creative 3.6k Add to collection

Made in partnership with McCann New York, the campaign illustrates the beauty retailer’s belief that nothing is more beautiful than possibility

New Ulta Beauty Ad Campaign Showcases ‘The Possibilities are Beautiful’

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, emphasising the meaningful role of beauty in our guests’ lives and celebrating our belief that beauty should be limitless.”

Launched September 2nd, 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 realising 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. 

The campaign’s ads will run on television, digital, and social media.

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Advertiser: Ulta Beauty

Chief Marketing Officer: Dave Kimbell (Merchandising)

Marketing Manager: Lisa Lu (Senior,Integrated)

Director, Global Brand Marketing: Shelley Haus (SVP)

Executive Creative Director: Caprice Yu

Senior Creative Director: Cara Bonilla

Chief Creative Officer: Tom Murphy, Co Chief Creative Officer, New York (Co-Chief)

Post Production / VFX

Post Production Company: Blacksmith


Sound Company: Plush


Associate Marketing Manager: Joanna Rath

Creative Agency

Creative Agency: McCann New York

Strategist: Jessica Mendoza (VP)

President: Devika Bulchandani, President, McCann NY

Account Executive: Dani Gredoña

Chief Strategy Officer: Lee Maicon, Chief Strategy Officer – North America

Content Director: David Moor (EVP)

Business Manager: Sam Belkin (Music) , Natalie Hernandez

Account Supervisor: Diandra Garcia

Group Strategy Director: Laura Frank, SVP Group Strategy Director

Assistant Account Executive: Stephanie Loucas

Global Chief Communications Officer: Jeremy Miller

Associate Project Management Director: Alex Goldklang

Director of Business Affairs: Danielle Korn, (EVP)

Brand Communications Director: Rahel Rasu (SVP)

Executive Account Director: Jaclyn Currie

Sr. Strategist, Digital Strategy: Claire Stewar

Account Director: Colleen Moisio

Production Company

Production Company: Rattling Stick

Executive Producer: Joe Biggins, Jeff Shupe

Director: Sara Dunlop

DOP: Antonio Paladino

Producer: Megan Moore

Senior Producer: Tamara Lecker

Chief Production Officer: Nathy Aviram


Edit Company: Work Editorial

Editor: Bill Smedley

Edit Assistant: Mike Horan

Producer: Jamie Lynn Perritt

Genres: People

Categories: Beauty & Health, Makeup

McCann Worldgroup, Wed, 05 Sep 2018 09:26:33 GMT