This Summer,
I led creative direction for the Ulta Beauty experience on Target.com, developing full-page adaptive and app layouts to support business priorities. A key focus was enhancing guest engagement by transforming static product groupings into interactive carousels for hair, skin, and fragrance—designed to evoke texture, scent, and overall product experience.
To bring this to life, I helped engineer setups for floating product shots and collaborated with photographer Alyssa Justice on lighting to highlight texture and dimension. For the fragrance story, I partnered with stylist Mickie Clark to develop visual cues for scent families—floral, woodsy, and citrusy—guided by detailed pre-production color palettes. I also worked with photographer Janelle Olsen to refine lighting for the fragrance imagery. Post-production included providing retouching notes and working with the digitec team to ensure color accuracy across products and backgrounds.
Cherry on top: I repurposed leftover florals into a stunning arrangement—because creativity doesn’t stop at the set.
