Holiday Handoff kicked off Ulta Beauty’s peak shopping season, spanning November 1st through New Year’s and supporting major moments like Early Black Friday, Black Friday, Cyber Monday, and the Big Holiday Beauty Sale. The goal was to position Ulta as a go-to destination for gifting, featuring priority products while building a recognizable holiday world rooted in the brand’s seasonal color palette. As an Art Director, I led visual direction across the project including set design, wardrobe, propping and more. Detailed touches such as ornaments with miniature Ulta stores inside, custom snow globes, and an Ulta holiday village helped define a rich, branded visual universe. The campaign extended into social content, including vibes carousels, nail transitions, and playful memes captured on set to amplify the campaign even further.
