Ulta Beauty’s private label, Ulta Beauty Collection, relaunched with a renewed focus on clean, cruelty-free makeup targeted at Gen Z. The redesigned collection features a playful brand identity inspired by the target consumer's beloved trends. We partnered with photographer Annie Edmonds to help bring the Ulta creative teams vision to life through photo and video art direction.

Photo Art Direction
Video Directing
Photo Editing
Shoot Strategy

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