Show us more women who look like me.
70% of womxn still don’t see themselves represented in media and advertising. And research continues to prove that stereotypical representations limit womxn in countless ways, from their health and relationships to their opportunities in life.
Project #ShowUs is an ongoing alliance between Dove, Getty Images, and GirlGaze to build the world’s largest the world’s largest stock photo library created entirely by female-identifying and non-binary individuals to shatter beauty stereotypes by showing womxn as they are. To date, the collection includes nearly 6,000 photographs from 39 countries (and counting!), depicting womxn exactly as they are, not as others believe they should be. No digital distortion, no false narratives, no apologies. Every tag of personally written by the photo subject themselves, so they can be defined on their own terms. Made available to all media & advertisers worldwide.
10% of every image licensed supports womxn photographers, so the collection – and commercial opportunities for female-identifying photographers – continues to grow. Every day, industry changemakers worldwide continue to pledge their support by using the images in their campaign.
Over 18 months in the making, I was the creative lead for Project #ShowUs from initial concept and strategy, to photo production, to global campaign development. In close partnership with my business partner Jennifer Berry, we lead a team of 40 truly badass people and rallied together to make the impossible, possible. And I’d be lying if I said my life wasn’t changed in the process.
✊ So, so, so f*cking proud of this one ✊
To confront media sexism, Dove hijacked the conversation surrounding the world's largest sporting event. We built a powerful AI tool to identify sexist quotes around the clock and the globe. Whether it was said online, on the radio, or on TV, we gave everyone the ability to Tweet sexist quotes directly back at the publication that said it with the click of a button. Our campaign galvanized an online movement that held the media accountable in real-time, and helped set a new standard for how to cover female athletes.
Webby Winner - Corporate Social Responsibility
Webby People's Voice - Corporate Social Responsibility
Clio Sports Grand - Social Good
Clio Sports Gold - Single Platform Campaign
Clio Sports Silver - Integrated Campaign
Clio Sports Silver - Billboard
Clio Beauty Gold - Social Good
Clio Beauty Silver - Integrated Campaign
Clio Beauty Silver - Single Platform Campaign
Clio Silver - Integrated Campaign
London International Awards Silver - Public Service
London International Awards Silver - Social Media
London International Awards Bronze - Brand Action
London International Awards Finalist - Integration
MMA Smarties - Best In Show
MMA Smarties Gold - Social Impact
MMA Smarties Gold - Media Strategy
FWA - Site Of The Day
Marketing Dive - Campaign Of The Year
Shorty Social Good Winner - Best Use of Hashtag
Shorty Social Good Shortlist - Best In News & Media
Shorty Social Good Shortlist - Best Integrated Campaign
Twitter Awards Gold - #Scale
New York Festival 3rd Prize - Social Media & Viral
Creative Pool Winner - Out Of Home
Creative Pool Winner - Digital
D&AD Wood Pencil - Digital Marketing
Art Directors Club Merit - Campaign Site
Art Directors Club Merit - Content Strategy
Jay Chiat Awards Bronze - National Strategy
HeForShe spent its first year in market listening to their supporters, and needed a new platform that reflected the values and needs of their advocates worldwide. The re-launch of HeForShe.org is the world’s largest crowdsourced platform for gender equality solutions, powered by the voices and actions of people across the globe. Driven by the insight that what we share is more powerful than what divides us, the platform introduces a radically inclusive movement that allows everyone to not only stand in solidarity, but to act on it in meaningful ways.
Working closely with HeForShe, we lead the entire process from strategy, to voice and design, to development. As a feminist and long-time gender rights activist, I am extremely proud of this one. Please visit HeForShe.org today and commit to upholding the belief that we are all born free and equal. There is so much work to be done, and together we can change the world.
Webby Honoree - Activism
Shorty Finalist - Online Community and Social Good Campaign
Japanese retailer Uniqlo asked us to build an inaugural US e-commerce site that was as fun as its brick-and-mortar retail experience. We created a platform with a philosophy that injected a sense of playfulness into standard best-in-class interactions. We called it FUN-ctionality, and the results set a new standard for digital commerce.
We re-imagined everything to be more practical and more enjoyable. From responsive design and infinite scroll, to social shopping and interactive mannequins... even error messaging was given a playful twist. The site toppled its first-quarter sales goals by 10%, and even outsold Uniqlo's hugely popular New York flagship store in its first week. It also garnered high-praise from fans and fashion-lovers alike, as well as laudatory press coverage including Business Week, who called the new Uniqlo site the "next generation of the e-commerce experience."
Art Director's Club Gold - E-Commerce
Webby Nominee - Shopping
Webby Nominee - Best Practices
Based on the success of the U.S. website we created for Uniqlo, their global CEO asked us to create a global platform that could not only unify the Uniqlo shopping experience across all of their local markets, but also integrate robust editorial content into the e-commerce experience. The sleight of hand involved in this massive undertaking was to retain the brand's signature aesthetic of simplicity and order, despite the extensive set of modular components needed to support it. We re-thought everything from the bottom-up and created new paradigms that were soon imitated by everyone from Bonobos to Apple.
By completion, we created a 175-page guidebook that defined everything from style and tone of voice, to component and template authoring, to editorial guidelines that always balanced content and commerce in a thoughtful way. This Editorial Style Guide is considered by client and agency alike as the magnum opus of Uniqlo's digital brand.
To increase newsletter subscriptions in time for the holidays, we created a way for users to get something in exchange for giving their email address. Introducing Uniqlo GIF Box: Give email, open the box and get GIF. Each GIF came with its own unique surprise, which ranged from telekinetic laser women, to cashmere vortexes, and of course free Uniqlo merchandise. We even tapped 7 acclaimed GIF artists from around the world to contribute their own work to the mix. The results set new standards for digital campaign success at UNIQLO. Upon launch, daily traffic to their website doubled. The campaign generated 11.1 million impressions on Twitter, and 21.7 impressions on Reddit. In less than a month, Gif Box had created over 120,000 new email subscribers.
Webby Winner - Branded Content
Clio Gold - Graphic Design
Clio Bronze - Mobile/Digital
Mashies Winner - Best Use Of GIFs