
Designing the Cult Beauty Advent Calendar and augmenting it beyond packaging.
The Cult Beauty Advent Calendar is a coveted annual release featuring a unique design each year that's rolled out across the physical packaging, online assets and campaign promotions, setting the tone for the holiday season.
Artist Gemma O’Brien created this intricate celestial-themed artwork for the 2023 edition, featuring a rich, star-filled cosmos design used across the advent calendar and wider campaign. We brought on board 3D artist, Rose Pilkington, to transform Gemma's design with CGI in collaboration with our in-house animation team to produce a series of short animations for Cult’s socials and product collections that blends live action with the intricate illustrations and product photography for a seamless, dreamlike journey through her celestial world.
This hybrid campaign combined multiple creative disciplines to extend Gemma’s artwork beyond packaging into dynamic digital storytelling.
Client
Cult Beauty
Credits
Artist - Gemma O'Brien
Animator – Plastic Horse
CGI Animator – Rose Pilkington
Production – Grand Matter
The film placed the calendar among stars, flowers, and clouds inspired by Gemma’s artwork. The result was a cohesive set of assets – from Regent Street-inspired CGI to animated product journeys – all unified by Gemma’s celestial theme and Cult Beauty’s festive spirit.
"
The special thing on this project was that we were treading new ground – bringing together very different animation styles to see Gemma’s celestial artwork reimagined in new ways.
– George Morton, Grand Matter
The special thing on this project was that we were treading new ground – bringing together very different animation styles to see Gemma’s celestial artwork reimagined in new ways.
– George Morton, Grand Matter

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