Gift Happily Ever After
The Idea
For Boots’ 2025 Christmas campaign, Gift Happily Ever After, we reimagined a classic fairytale through a festive lens, with Puss on a quest to find the perfect beauty and gifting treasures for his fairytale friends. The story unfolds as a magical journey from enchanted woods to a bustling high street Boots, where thoughtful gifting moments become transformative, bringing joy, sparkle and meaning to each character’s holiday look.
My Role
I was brought onto this project as Beauty Art Director to oversee all beauty elements across the campaign. I led the creative direction for makeup, hair and nails for every character transformation, shaping distinct “before” and “after” looks. I developed and delivered clear beauty narratives to ensure each glow-up felt playful, magical and true to the character while reinforcing the campaign’s celebration of thoughtful gifting.
Client Boots
Agency VML
Executive Creative Director Juliana Paracencio
Creative Director Gary Arnold
Associate Creative Directors Pete Bastiman & Bish Aylesbury
Beauty Art Director Amanda Burchell
Strategy Director Charlotte Soussan
Business Director Tammy Le Vasan
Account Director Katie Nance
Account Manager Fenella Charlton-Jones
Production Hogarth
Executive Producer Susie Innes
Producer Eleanor Hardcastle
Production Assistant Georga-Rae Ash
Post Production & Animation Rascal
Final Cut Editors Ed Cheeseman
Directors dom&nic
Producer John Madsen
Production Manager Tom Benkins
VFX Lead Andy Steele
1st AD Ben Gill
DOP Simon Chaudoir
Production DesignerJohn Beard
Stylist Tara Swift
Make-up Artist Fiona Fellows
Hair Stylist Laura Schiavo
Media Agency WPP Media
