The Joy of Belonging, 2024

The Joy of Belonging is a social campaign by Ulta Beauty that honors Hispanic Heritage Month by highlighting beauty rituals within Latinx families. The campaign features well-known Latinx influencers and their family members, showcasing personal traditions and cultural connections. Inspired by my own experiences growing up and observing my grandmother at her vanity, I created a custom illustrated and animated introduction title card to set the tone for the series. The campaign was launched on Instagram, TikTok and Youtube Shorts.