Holding yourself back can show up in small, everyday ways—playing it safe, staying contained, choosing routine over instinct. For Tree Hut, we tapped into that tension to create Uncontain Yourself, our 2026 Super Bowl spot developed with Bakery.
Directed by Dave Meyers and Mia Barnes, the film builds from a rigid “clean girl” routine to a full sensory release, transforming control into bold self-expression. Coinciding with our rebrand, it redefined body care as unapologetically vibrant, indulgent, and Uncontained. (Get it?? 😉)
Coinciding with a full rebrand, Uncontain Yourself delivered a high-energy, visually rich campaign through across broadcast, CRM, social and earned media—contributing to Tree Hut’s first quarterly profit growth in over a year at Ulta Beauty.