This project included the design and delivery of content for eight digital screens throughout the store, as well as a large-scale takeover of the TfL Underground screens at Oxford Circus station, creating a visual journey that led customers from the Underground directly to the new flagship. This opening was a huge learning experience for me in my role, particularly as it gave me the opportunity to work on TfL Underground screens for the first time. Working within a completely new environment and format challenged me to think differently about how content would be experienced at scale, in a busy public space, and across different screen specifications.

There were also a number of creative and technical challenges to overcome with the new in-store screens. As these were supplied by new partners, the videos were not initially displaying exactly as they appeared on my laptop, particularly when it came to colour and overall image quality. I spent the entire day in-store prior to the opening, working closely with the team and suppliers to test, refine and perfect the content across all eight screens. This hands-on process allowed me to make sure the colours, quality and overall visual impact were as close as possible to the intended creative.

The project also included a stakeholder walkthrough, where members of the wider team, including members of the Ulta Beauty team, viewed the screens and the overall experience ahead of opening. I received very positive feedback on the work, which made the long hours of testing, refining and problem-solving feel incredibly worthwhile.

Overall, this was a project that pushed me creatively and technically, while giving me valuable experience working across new digital formats, external suppliers and high-profile stakeholder groups. Most importantly, it reinforced the importance of being hands-on and adaptable when bringing motion design from screen to real-world environments.