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.
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.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
