The possibilities are beautiful

A Ulta Beauty, rede varejista de produtos de beleza nos EUA, apresenta a campanha "Beauty&", criada pela McCann com o objetivo de inspirar o público a ampliar o conceito de "beleza", encarando-a em "seus próprios termos".

O comercial para TV e plataformas sociais (assista aqui) conta com um elenco que inclui diversos criadores e "influenciadores", como Zuri Marley, Steph Aiello, Elle Snyder, David Lopez, Jamika Martin, Sophia Morales, Alicia Tao, Gaby Alcala, Gage Crismond, Amanda Booth, Chelsea Woody, Tamara Walcott e Laritza Labouche. No final, a assinatura completa: "The possibilities are beautiful".

O esforço também conta com o lançamento de uma coleção de camisetas de edição limitada feita com materiais reciclados.

A Ulta Beauty fez parceria com três designers: a fundadora e CEO da Phenomenal Media Meena Harris; o artista Timothy Goodman; e a artista e muralista Star Brown. Cada um abraçou a mensagem da campanha para criar um design de camiseta exclusivo.

Como parte da estratégia, a empresa lançará um podcast quinzenal, "The Beauty of", que promete "ir além dos tópicos tradicionais de beleza". Apresentado por David Lopez, o conteúdo envolverá convidados como Tamara Walcott, Virgie Tovar e AM Darke.

Ficha Técnica:

McCann
Creative:
Kathleen O’Brien, EVP Executive Creative Director
Kat Saoyen, VP Creative Director
Debbie Yoo, Senior Art Director
Idara Akpan, Senior Copywriter
Jazzmine Bustamante, Junior Art Director
Jamar Callender, Art Director
Wallis Perry, Copywrtier
Maria Useche, Art Director
Isabella Leon: Junior Copywriter

Production and Talent:
Jory Sutton, Senior Integrated Producer
Ani Goldoni, Junior Producer
Eric Johnson, SVP, Executive Integrated Music Producer
Colleen Dahlstrom, Music Producer
Madison Rowe, Junior Music Producer
Jamie Jou, Business Manager, Music
Krenzy Vergara, Talent Payment Manager, Business Affairs
Theresa Mananzano, Senior Business Manager
Kimberly Kress, EVP Head of Celebrity & Creator Partnerships
Camile Dagorn, VP Creator Partnerships
Tom Wentworth, VP Celebrity Partnerships
Damien Choy Smith, Senior Director Celebrity Partnerships

Account and Strategy:
Jackie Blum, EVP Executive Account Director
Megan Tierney, VP Account Director
Courtney Marin, Account Director
Thu Tran, Account Supervisor
Natacha Mihigo, Account Executive
Ashely Ren, Assistant Account Executive
Laura Frank, SVP Group Strategy Director
Paddy Mangunta, Strategy Director

Julia Brown, Associate Director of Project Management
Joanna Diaz, Project Manager

Production Partner Credits:

Production Company: Little Minx
Director: Amandla Baraka
Director of Photography: Malik Hassan Sayeed
President: Rhea Scott
Head of Production: Elaine Behnken
Executive Producer: Helen Hollien
Line Producer: Annalise Rowane
Staff Coordinator: Dave Randolph
Production Supervisor: Shae Horton
Comm Coordinator: Channer Miller
1st AD: Greg Jenkins
2nd AD: Adam Hein
Camera Op: Anthony Brookes
Gaffer: Donald “Mazi” Mitchell
Key Grip: Otis Burkes
Production Designer: Jona Tochet
Hair Styling: Vernon Francois & Michelle O’Connor
Make-Up: Lottie Stannard
Wardrobe Stylist: Mindy Le Brock
Manicurist: Ronna Jones
Location Manager: Byll Williams & Matthew Mehl
Gangboss: James Deegan

Editorial: Cut & Run
Editor: Eric Argiro
Creative Director, Animation and Design: Jun Lee
Managing Director: Lauren Hertzberg
Executive Producer: Ellese Shell
Producer, Post Production: Diana Méndez
Producer, Finishing: Evan Sanyour

Ulta Beauty Credits:
Dave Kimbell: CEO
Karla Davis: VP Integrated Marketing
Lisa Lu: Director Integrated Marketing
Christine White: Senior Director Social & Media Strategy
Dylan Wiseman, Senior Manager, Social & Content Strategy
Eileen Ziesemer: VP Public Relations