Ulta Beauty’s activation space during Super Bowl LX weekend was called the Game Face HQ, focused on beauty storytelling and getting-ready rituals tied to the big game weekend!

Ulta’s presence, within TikTok’s Super Bowl Clubhouse, was a curated, invite-only environment, designed to be a select creative and cultural hub where content would be made. TikTok invited creators, athletes, brand teams, and influencers into its IRL space throughout Super Bowl weekend to collaborate on content, trend reactions, and short-form videos in real time, and Ulta was part of that mix alongside other brands.

As Lead Event Producer, my responsibilities included:

• Support of Event Conceptualization alongside Ulta’s brand agency

• Vendor Coordination

• Run of Show Oversight

• Venue Management

• Fabrication Vendor Management

• Design and Production Oversight

• Budget Oversight