We Belong to Something Beautiful
A new brand platform that challenged narrow beauty standards and redefined what belonging looks like.
Tension
The beauty community can be toxic. Standard definitions of beauty are narrow, unrealistic and are not an accurate representation of Canada’s diversity.
Truth
Beauty lives in diversity – in the voices, faces, and stories too often left out of frame.
Solution
We launched Sephora Canada’s first-ever brand platform: We Belong to Something Beautiful. Built around the personal journeys of 11 diverse Canadian collaborators, the campaign championed self-expression and identity on their own terms. From billboards to bus shelters, from cinema to social, the message was clear: beauty is not one look, one tone, one story. It’s all of us. This also marked Sephora’s first-ever Canadian TV commercial – a milestone in reach and representation.
Role
Worked with partner agency Virtue to concept creative across all brand touchpoints.
Partnered with collaborators to ensure authentic storytelling.
Oversaw art direction across motion and stills.
Balanced brand standards with creative innovation – pushing Sephora in a new, more inclusive direction
Results
📺 First national TVC for Sephora Canada
📍 Nationwide rollout across OOH, cinema, social & experiential
🧑🤝🧑 Set the tone for future equity-led brand campaigns