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. 

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.

London

New York