ALEXIS APOLLONIO● INFO

Ulta Beauty: Black Owned Beauty


● ART DIRECTION, SOCIAL MEDIAUlta Beauty approached our team to highlight their commitment to the 15 Percent Pledge – where at least 15% of their shelf space is dedicated to Black owned or founded brands. We visualized editorial content exclusively centered around these brands. Our team produced a custom shoot of three summer beauty looks, on models, to live on the Bustle site and social. In order to tell this story authentically, we brought on a diverse crew of Black creatives. (VIEW LIVE)






      ● Art Direction



      The art direction was of course beauty-forward. The article was primarily intended to drive awareness to the Black-owned beauty brands that Ulta Beauty uplifts – and which we used to create the makeup looks for three models.

      We leaned into summer with bright and colorful styling and set design. And to balance out the bright colored backdrops and outfits, we captured photos outside on the streets of Brooklyn.










            ● Social Media



            To extend the story into Instagram, we devised a snackable version of the article for IG Stories. We gave Bustle’s followers the exact makeup tools to get the looks from the article – and drove CTR to Ulta’s site.




            CAMPAIGN FOR
            ULTA BEAUTY + BUSTLE
            • CREDITS

            PHOTOGRAPHY:  CHRISTIAN CODY
            ART DIRECTION: ALEXIS APOLLONIO, ANGE POCCIA
            DESIGN + COLLAGE: ALEXIS APOLLONIO
            STYLING: JOIEE THORPE
            HAIR: NIGELLA MILLER
            MAKEUP: JONET WILLIAMSON
            PRODUCTION: DANICA BUTKOVICH
            BRANDED BEAUTY DIRECTION: SHYEMA AZAM



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