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96% of women do not use the word "Beautiful" to describe themselves. #ChooseBeautiful empowers women to redefine what beauty means to them. We interviewed real, unpaid women what makes them feel beautiful. To our surprise, the answers have nothing to do with physical appearance. We discovered that beauty is a state of mind, and beauty is a choice.

Creative Director(s): Maureen Shirreff, Luissandro del Gobbo, Sam Spratlin
Photographer: Sandro Miller

This campaign later inspired a film that further encourage women to evaluate the notion of beauty. The program lived in 70+ markets worldwide. 120M Views. 4.5B Impressions.

Herbal Essences Experiential

Herbal Essences Experiential
RGT Keep the Trade Alive Spring 2016

RGT Keep the Trade Alive Spring 2016
UPS Campaign Evolution

UPS Campaign Evolution
Old Spice Packaging

Old Spice Packaging
Hair Food 360 Campaign

Hair Food 360 Campaign
Olay Active Botanicals

Olay Active Botanicals
Huggies Baby Shower Planner

Huggies Baby Shower Planner
Pantene Stronger Together

Pantene Stronger Together
Sarah's Inn Identity

Sarah's Inn Identity
Covergirl In-store Displays

Covergirl In-store Displays
Ogilvy Giant Steps

Ogilvy Giant Steps
Dove #ChooseBeautiful

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Château de Touffou

Château de Touffou
Pantene X Flywheel Activation

Pantene X Flywheel Activation
Sarah's Inn Thread Art

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Head & Shoulders Billboards & In-Store

Head & Shoulders Billboards & In-Store
Metagrey

Metagrey
Logo Designs

Logo Designs
Frank Lloyd Wright Trust Identity

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Diamonds for Africa

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SAIC Architecture Lecture Series

SAIC Architecture Lecture Series
Using Format