Ulta Beauty has launched the “Where Our Dreams Begin” campaign. Created by McCann New York, 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 Our Dreams Begin,” is a refreshing nod to the enduring powers of beauty: togetherness, self-care and self-expression. Directed by Malik Hassan Sayeed of production house Little Minx, this centerpiece spot 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 fall 2020 and into 2021 on broadcast, social and digital.
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Credits
Client Ulta Beauty Agency McCann NY Kathleen O’Brien, EVP, executive creative director; Gabrielle Shirdan, VP, creative director; Ruth Boulter, Jen Andrews, creative directors; Diana Tantillo, Emma Kasarsky, art directors; Wykella Patrick, copywriter; Danielle Korn, EVP, head of talent partnerships; Eric Johnson, SVP, executive integrated music producer; Debbie Dunlap, SVP, executive integrated producer; Jory Sutton, integrated producer; Dan Gross, integrated music producer; Deb Freeman, SVP, group strategy director; Jordan Berger, strategy director; Jacklyn Baillergeon, sr. strategist; Mads Murphy, associate social strategist. Production Company Little Minx Malik Hassan Sayeed, director/DP; Rhea Scott, president; Helen Hollien, exec producer; Natalie Hill, line producer; Aaron Bradlay production manager; Camil Michaelczuk; George Nessis, 1st AD; Quito Cooksey, production designer; Dimitris Giannoudis, Lottie and Tsippora, hair/make-up; Arianne Phillips, wardrobe stylist; Charchi Stinson, location manager. Editorial Cut+Run Eric Argiro, editor; Lauren Hertzberg, managing director; Ellese Shell, exec producer; Hope DuHaime, producer. Music “This is Where our Dreams Begin,” performed by Esabalu in English and Ella Bric in Spanish. Sound Design/Mixing Sonic Union Joe O'Connell, sound designer/engineer; Carolyn Mandlavitz, producer.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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