This Spring,
I led the creative direction for the Ulta Beauty experience on Target.com, crafting the visual look and feel across adaptive and app platforms to support business priorities. This included aligning seasonal campaigns with both Ulta Beauty’s identity and Target’s spring style guide. I collaborated with the global design team to create a custom Ulta Beauty at Target gingham print.
To support the visual storytelling, I developed a comprehensive pre-production document featuring shot lists, crop details, sketches, and direction. The photography leaned into a light, airy aesthetic for early spring content, and transitioned into warmer, bolder tones for spring break and early summer. I curated product samples based on priority lists, grouped them into seasonal stories, and ensured each grouping complemented the campaign’s visual narrative.
I worked closely with the photographer to explore softer lighting for spring, and introduced slightly more intense lighting to capture the vibrancy of early summer. Post-production involved detailed retouching notes and coordination with the digitec team to maintain accurate product and background color.
Cherry on top: I brought the feeling of spring to life while producing the entire shoot in a cold, windowless, bowling-alley-esque room.
