Sephora set out to create an inclusive environment where diversity is celebrated and self-expression is honoured. Our “We Belong to Something Beautiful” campaign is a tribute to beauty lovers of all kinds, grounded in the idea that beauty can't be defined by a single standard. Featuring eleven prominent figures, the campaign shines a spotlight on the richness of Canadian diversity and the importance of belonging. For Sephora, beauty is about being true to yourself—and this campaign aimed to encourage Canadians to embrace that authenticity while celebrating what makes each of us unique. The campaign achieved a 25% increase in reach across digital platforms, television, out-of-home placements, cinemas, and media partners.

Role: Art Director (In-House) / Agency: Virtue
Scope: Campaign Development, Overall Art Direction, Photography Direction, Digital/Print Collateral, Retail Creative, Video Editing, Post-production Supervision

Director: Kevan Funk
Photographer: Leeor Wild
DOP: Peter Hadfield
Makeup: Lou Swinden-Payne, Adi Lando, Elmy Trieu
Hair: Justin Germain
Wardrobe: Skye Kelton
Graphic Design: Jaimie Hallarn (In-House)