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Art Direction, The Joy Project
October 2023 was TikTok's first ever TikTok Beauty Month!
Ulta Beauty was TikTok's exclusive partner for this month-long activation. I served as art director on this project.
As one of the many activations, we initiated one of Ulta's first-ever Digital Out of Home campaigns that were activated across Chicago and NYC.
In this activation, we integrated Ulta's Holiday campaign:
The Joy Project movement. Which goal is to inspire individuals to reclaim joy.
We were tasked to make creative that spread words of affirmation to move #joyforward across digital billboards, transit centers, gyms, and more.
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I lead the creative between Ulta and our partners at TikTok and Adomni to develop 36 unique assets featuring 5 different individuals.
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