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Ulta Flaunts the Power of Beauty in Uplifting Spot 'Where Dreams Begin'

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The refreshing ad was made in collaboration with McCann New York, Little Minx and Sonic Union

Ulta Flaunts the Power of Beauty in Uplifting Spot 'Where Dreams Begin'
Ulta Beauty is launching the next chapter in their brand story; the 'Where Dreams Begin' campaign launching nationally on 7th September. The new campaign continues to reinforce Ulta Beauty's brand purpose to bring possibilities to life through the power of beauty with an exploration of the role beauty plays in our lives. 

'Where Dreams Begin' is a refreshing nod to the enduring powers of beauty: togetherness, self-care and self-expression.

The campaign, directed by Malik Hassan Sayeed, shines a light on our vital need for hope and dreams as we all navigate these challenging times. It is a celebration of optimism, togetherness, new beginnings. A custom arrangement of the song ‘This is Where our Dreams Begin’ has been recorded both in English by up-and-coming artist, Esabalu; and in Spanish, by Ella Bric. 

The campaign will run through autumn 2020 and into 2021 on broadcast, social and digital.

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Client: Ulta Beauty

CMO: Shelley Haus

Director Integrated Marketing & Media: Karla Davis

Senior Integrated Marketing Manager: Lisa Lu


Agency: McCann NY


EVP Executive Creative Director: Kathleen O’Brien

VP Creative Director: Gabrielle Shirdan

Creative Directors: Ruth Boulter and Jen Andrews

Art Directors: Diana Tantillo and Emma Kasarsky

Copywriter: Wykella Patrick


EVP Head of Talent Partnerships: Danielle Korn

SVP, Executive Integrated Music Producer: Eric Johnson

SVP Executive Integrated Producer: Debbie Dunlap

Integrated Producer: Jory Sutton

Integrated Music Producer: Dan Gross

Business Manager, Music: Jamie Jou

Business Manager: Natalie Hernandez

Account and Strategy

SVP Executive Account Director: Jaclyn Currie

VP Account Director: Colleen Moisio

Account Supervisor: Courtney Marin

Assistant Account Executive: Allie Koestler

Associate Director of Project Management: Debbie Fried

SVP Group Strategy Director: Deb Freeman

Strategy Director: Jordan Berger

Senior Strategist: Jacklyn Baillergeon

Associate Social Strategist: Mads Murphy

Production Partner

Production Company: Little Minx

Director / Director of Photography: Malik Hassan Sayeed

President: Rhea Scott

Executive Producer: Helen Hollien

Line Producer: Natalie Hill

Production Manager: Aaron Bradley

Production Coordinator: Camil Michalczuk

1st AD: George Nessis

Gaffer: Donald “Mazi” Mitchell

Key Grip: Otis Burkes

Production Designer: Quito Cooksey

Hair / Make-Up: Dimitris Giannoudis, Lottie and Tsippora

Wardrobe Stylist: Arianne Phillips

Location Manager: Charchi Stinston

Gangboss: Reed Randoy


Editorial: Cut & Run

Editor: Eric Argiro

Managing Director: Lauren Hertzberg

Executive Producer: Ellese Shell

Producer: Hope DuHaime


Sound Mixing: Sonic Union

Engineer: Joe O’Connell

Producer: Carolyn Mandlavitz

McCann North America, Fri, 04 Sep 2020 16:25:12 GMT