Beauty Works
The following is a collection of some of the beauty advertising I’ve done. From establishing the “Strong Is Beautiful” campaign for Pantene, to fragrance ads with CZJ for Arden to reframing how we talk about Botox, it’s all below.
Pantene:
Strong Is Beautiful
Pantene had long been known for the real benefits it gave their customer’s hair. But their portrayal of women and “beautiful hair” felt, at times, a bit one-dimensional. We found room to speak about, and create an entire new campaign around, connecting and empowering message to a beauty benefit. While at the same time we moved the needle away from that “shiny hair helmet” to something a little looser, fresher and more relatable to the younger demographic.
Showcasing how strength allows you to achieve what you consider beautiful (and cool) was cornerstone to the campaign. Pantene up until this point had never done styles this loose, and this freedom allowed us to speak to a broader audience.
Elizabeth Arden:
Mediterranean
Print for Arden’s launch of new fragrance with Catherine Zeta-Jones. Shot by Michael Thompson.
Botox Cosmetic:
Still You
Botox Cosmetic had an image problem. The client was aware that, in the past, they had promoted unattainable ideals of beauty, misrepresented their users and manipulated results with retouching. They came to us with a desire to make change. We decided a humanizing touch, frank and vulnerable conversations about all the reasons “why” would not only be different for the category. But also showcase the individuals humanity and beauty on a more profound and deeper level.
Directed by Errol Morris we did a series of documentary shorts called “How do you see yourself?” where we explored the relationship between real Botox users and their self-perception, showing that our appearance in the mirror reflects a much deeper truth than we think.
Was thrilled with the amount of diversity that made it through to the finish line. Not only ethnic, but age and gender played a strong role in broadening the story. Botox put its first trans woman in a spot, and groundbreaking in different ways we also had an older gay man up front and center.
