tula — refresh
A refreshed photography library redefined the visual expression of TULA’s hero products, introducing a brighter, more contemporary aesthetic that strengthened the brand’s warmth and accessibility.
A refreshed photography library redefined the visual expression of TULA’s hero products, introducing a brighter, more contemporary aesthetic that strengthened the brand’s warmth and accessibility.
Campaigns
Art Direction
CGI Graphics
Visual Merchandising
campaign direction
campaign direction
Photographed by Lily & Lilac
Photographed by Lily & Lilac
product art direction
product art direction
Photographed by Daniel Cano
Styled by Betim Balaman
Photographed by Daniel Cano
Styled by Betim Balaman
activations
activations
Designed to scale beyond traditional brand touchpoints, the refreshed visual language evolved into immersive retail experiences across Sephora, Ulta, and key retail partners, reinforcing a cohesive brand presence at every consumer interaction
Designed to scale beyond traditional brand touchpoints, the refreshed visual language evolved into immersive retail experiences across Sephora, Ulta, and key retail partners, reinforcing a cohesive brand presence at every consumer interaction
embrace your skin campaign
embrace your skin campaign
Embrace Your Skin evolved from a TULA marketing initiative into a nationally recognized holiday celebrating self-acceptance on every individual’s terms. In partnership with brand ambassadors including Christina Milian and Olympian Shaun White, we transformed real stories of negative self-talk from the TULA team into a full-funnel campaign spanning a New York Times print ad, social storytelling, and immersive retail activations. The campaign culminated in interactive in-store installations inviting customers to confront self-criticism with a simple reminder: “Stop. You Are Enough.”
Embrace Your Skin evolved from a TULA marketing initiative into a nationally recognized holiday celebrating self-acceptance on every individual’s terms. In partnership with brand ambassadors including Christina Milian and Olympian Shaun White, we transformed real stories of negative self-talk from the TULA team into a full-funnel campaign spanning a New York Times print ad, social storytelling, and immersive retail activations. The campaign culminated in interactive in-store installations inviting customers to confront self-criticism with a simple reminder: “Stop. You Are Enough.”
