My roles: Research, Concepting, Art Direction, Graphic Design
Creative Partner: Tyler Pena
Acne is the most common skin condition in the U.S., and 85% of people 12-24 have acne. Stigma around acne makes its sufferers more likely to experience psychological issues like depression, anxiety, and negative self-esteem.
Like acne and other skin "imperfections," Burt's Bees skincare is completely natural. By encouraging people to embrace their natural skin and treat it like the art it is, we challenge the blemish stigma – f*ck filters! It's easy to find beauty in real skin, because the beauty is in the details.
PRINT / POSTERS
Instead of airbrushing or hiding acne, these prints work with the acne by appreciating its unique texture and color as the centerpiece of the flowers. Each of these also highlights one of the earthly ingredients in different Burt's Bees' skincare products to keep skin healthy and comfortable.
SOCIAL CHALLENGE
We'll challenge people to decorate and create their own skin art, complementing their acne and texture. Influencers can start with flowers, but it would grow to any and all art that people could dream up.
pr stunt: flower murals
We’ll plant thousands of flowers in Central Park that form a giant mural which says "F*CK FILTERS" and "The beauty is in the details," along with extra floral embellishments and the BB bee. Once it's discovered and draws attention, Burt's Bees will announce that for every real skin photo shared with the hashtag #fuckfilters or #thebeautyisinthedetails, they'll add another flower.
