More is More is More

How we turned pandemic fatigue into beauty celebration

  • Create a Christmas campaign for Cult Beauty that acknowledged 2020's reality while championing 2021's potential. How do you follow a "shite Christmas" with something worth celebrating?

  • After a year of restrictions and virtual everything, people weren't just ready for Christmas—they were ready to make up for lost time. Every missed moment, ritual, and celebration deserved its comeback.

  • Turn "more" into a movement. This wasn't just about having more beauty—it was about more joy, more celebration, more everything we'd missed. And yes, bloody well more beauty.

  • We captured:
    • Infectious optimism
    • Celebratory defiance
    • Beauty as joy
    • Missed ritual recognition

    Dream team assembly:
    • Photography: Claire Harrison
    • Makeup: Sarah Jagger
    • Hair: Terri Capon
    • Manicure: Kim Treacy
    • Product Photography: Gemma Bringloe

WHY IT WORKED

Success came from understanding: • Joy is rebellious • More is meaningful • Beauty is emotional • Timing is everything

385_CultXmas21_10072r1c.jpg
258778083_127537049680593_6797464631729951386_n.jpg
385_CultXmas21_10531r2.jpg
248821211_179353397694642_3150133361254146138_n.jpg
385_CultXmas21_10645r1.jpg
253028834_406444527753270_7551810546887988766_n.jpg
259955599_294444045908711_3007952046074753401_n.jpg
244877369_2957735771206318_2965698658890157722_n.jpg
259191347_879957249372191_3175317569488350866_n.jpg

The Delight Factor

By acknowledging the 'shite' while celebrating the potential, we created a campaign that felt as honest as it was hopeful. Sometimes more really is more.

Previous

Electric Summer Dreams
Next

Science Meets Style