Client: Ulta Beauty

Project: Ulta Beauty Holiday Tutorials

Role: Co-Director, Cinematographer, Post producer, Editor

Ulta Beauty aimed for a departure from traditional beauty tutorials, opting for a distinctive two-person interactive concept.

We created genuine, relatable problem-solution storylines based on guest preferences, featuring talent with similar needs as our audience. With on-camera guidance from Ulta Beauty experts, the videos showcased authentic exchanges of tips and tricks for attainable looks.

Collaborating with the creative director, I stepped into a cinematography role on set, oversaw post-production, and edited alongside two others. The outcome was Ulta Beauty emerging as an approachable, authoritative brand with the videos listed cut down and featured across various social media channels: Instagram, Pinterest, YouTube, and Facebook.

The videos surpassed Ulta’s benchmarks, performing 3x above the video view benchmark and driving ROAS 7% above benchmark.