ULTA x WYN BEAUTY
Role: Art Director · Agency: ONA Creative · Client: Ulta Beauty
At ONA Creative, I art directed the launch of WYN Beauty, Serena Williams’ makeup line made exclusively for Ulta Beauty. WYN is “makeup you can move in,” a high-performance line built for strength, endurance and beauty that lasts.
Our goal was to go beyond a typical celebrity launch and build a movement that felt authentic, empowering and community-driven.
THE IDEA
“Best performance in the game.”
We built the campaign around one platform that speaks to the formula and to the confidence it gives the women who wear it.
LAUNCH
We produced bold CGI assets that defined WYN’s visual world inside Ulta and set the tone for how the brand shows up online. My role included briefing the SFX editor and client, to create something eye catching and exciting for the launch.
1.2M
10.2K
RETAIL EXPERIENCE
To showcase the Ulta Beauty retail experience, we filmed Serena and astronaut Kellie Gerardi shopping in-store, creating upbeat, personality-driven content that highlighted the brand’s accessibility and energy.
STRATEGY AND CREATIVE CONCEPT
Together, we developed the creative platform “Best Performance in the Game,” a concept that spoke both to the product’s formulation and to the confidence it gives the women who wear it. My role included shaping the visual storytelling and ensuring the art direction felt cohesive across CGI, social content, and influencer activations, while collaborating closely with strategists, producers, designers, and editors to bring the ideas to life.
POWERFUL WOMEN WEAR
WYN
CAMPAIGN ACTIVATION
After launching the campaign with the CGI tennis court video, we began to roll out the UGC over social media to create strong engagement and excitement over Wyn Beauty.
