The Drum Awards Festival - Extended Deadline

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Date: Sep 2018
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Ulta Beauty is highlighting the beauty in all people in a new campaign, ‘The Possibilities Are Beautiful,’ highlighting a diverse group to show that beauty can be without limits.

The campaign, which will run through December, was created in partnership with McCann New York, and illustrates the beauty retailer’s belief that nothing is more beautiful than possibility – which is highlighted in a new campaign video – and that it sees possibilities in each and every person.

The video highlights differences and empowers people to be their diverse selves. Utilizing the uplifting track, Scars to Your Beautiful by Alessia Cara, we first see a girl looking to the stars, perhaps dreaming of what she will become. From there, we get a brief glimpse into the lives of others, such as a woman walking down the catwalk, another woman taking the oath at a what looks to be a military academy, and others, such as a colorful muralist, a school girl, a business woman and a singer.

Text in the ad highlights the lyrics and the sentiment by Ulta, with a poetic empowerment, stating, “when you’re ready to tell your story, to produce your sequel, to run this town…to rewrite history…so are we.” It ends with the tag, “you’re not here to get beautiful, you’re here because you already are.”


Ulta Beauty

Dave Kimbell, Chief Merchandising and Marketing Officer

Shelley Haus, SVP Brand Marketing

Karla Davis, Senior Director, Marketing

Cara Bonilla, Senior Creative Director

Lisa Lu, Senior Integrated Marketing Manager

Joanna Rath, Associate Marketing Manager


Devika Bulchandani, President, McCann NY

Tom Murphy, Co Chief Creative Officer, New York

Caprice Yu, Executive Creative Director

Jordan Kramer, Creative Director

Leo Billard, Creative Director

Ryan Quigley, Associate Creative Director

Andrew Hajjar, Associate Creative Director

David Moore, EVP Director of Brand Content

Nathy Aviram, Chief Production Officer

Tamara Lecker, Senior Producer

Jeremy Miller, Chief Communications Officer

Rahel Rasu, SVP Director Brand Communications

Danielle Korn, EVP Director Business Affairs

Sam Belkin, Business Manager Music

Natalie Hernandez, Business Manager

Jaclyn Currie, SVP Executive Account Director

Colleen Moisio, Account Director

Diandra Garcia, Account Supervisor

Dani Gredoña, Account Executive

Stephanie Loucas, Assistant Account Executive

Lee Maicon, Chief Strategy Officer – North America

Laura Frank, SVP Group Strategy Director

Jessica Mendoza, VP Strategist

Claire Stewart, Sr Strategist

Alex Goldklang, Associate Project Director

Rattling Stick

Director: Sara Dunlop

Executive Producer: Joe Biggins

Executive Producer: Jeff Shupe

Producer: Megan Moore

DP: Antonio Paladino

Work Editorial

Editor: Bill Smedley

Executive Producer: Erica Thompson

Producer: Jamie Lynn Perritt

Assistant Editor: Mike Horan


Flame Leads: Margolit Steiner, Joey Deady

Executive Producer: Charlotte Arnold

Producer: Anna Toyama


Sound mixer: Rob Fielack