“Show us more women who look like me.”

70% of women, femmes and non-binary individuals still don’t see themselves represented in media and advertising. And research continues to prove that stereotypical representations limit them 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 women, femmes and non-binary individuals to shatter beauty stereotypes. To date, the collection includes over 10,000 photographs from 39 countries (and counting!), depicting them exactly as they are, not as others believe they should be. No digital distortion, no false narratives, no apologies. Every tag is personally written by the photo subject themselves, so they can be defined on their own terms. The collection has been made available to all media & advertisers worldwide.

10% of every image licensed supports women, femme and non-binary photographers, so the collection – and commercial opportunities for photographers – continues to grow. Every day, industry change-makers worldwide continue to pledge their support by using the images in their projects.

Over 18 months in the making, I was the creative lead for Project #ShowUs from initial pitch concept and strategy, to photographer + talent recruitment/production (300 people in 39 countries!), through to global campaign development. In close partnership with a team of truly badass change-makers across four different organizations, we rallied together to make the impossible, possible. I’d be lying if I said my life wasn’t changed in the process.

AWARDS
Cannes Glass: Lion For Social Change - Silver
Effie Awards (Global): Positive Change, Social Good - Winner
Effie Awards (U.S.): Media Content Partnership - Gold
Jay Chiat Awards: Global Strategy - Silver
Adweek Project Issac Awards: Best Partnership Invention - Winner
Shorty Social Good Awards: Fashion, Beauty & Luxury - Category Winner
Shorty Social Good Awards: Social Movement - Gold
Shorty Social Good Awards: Integrated Campaign - Gold
Shorty Social Good Awards: Diversity & Inclusion - Gold
Cynopsis Best of the Best: Best Diversity Awareness Campaign - Winner
The Drum Awards: Most Innovative Use of Content - Winner
The Drum Awards: Best Integrated Cross-Channel Media - Winner
The Drum Awards: Best Charity Content Marketing Campaign - Highly Commended
The Drum Awards: Best CPG Content Marketing Campaign - Highly Commended
The Drum Social Purpose Awards: Best Content Marketing Campaign - Winner
The Drum Social Purpose Awards: Best Content Marketing Campaign - Winner
The Drum Social Purpose Awards: Best Video Campaign - Winner
The Drum Social Purpose Awards: Best Integrated Marketing Campaign - Highly Commended
The Drum Social Purpose Awards: Best Cause Related - Shortlist
New York Festival Advertising Awards: Collaborations & Partnerships – Gold
New York Festival Advertising Awards: Social Good/Environment & Sustainability – Silver
New York Festival Advertising Awards: Social/Environmental Good: Brand – Silver
New York Festival Advertising Awards: Integrated Marketing – Silver
New York Festival Advertising Awards: Unique Partnership: Brand – Finalist
New York Festival Advertising Awards: Women – Finalist
New York Festival Advertising Awards: Social/Environmental Good: Brand – Finalist
New York Festival Advertising Awards: Community Building – Finalist
New York Festival Advertising Awards: Civic & Social Education: Brand – Finalist
New York Festival Advertising Awards: Audience Connection – Finalist
One Show: Creative Effectiveness – Merit
One Show: Global Campaign – Merit
Fast Company Innovation By Design Awards: Social Good – Honorable Mention
ECHO Awards: Best Integrated Campaign - Silver
ECHO Awards: Best Campaign for CSR/Social Good - Bronze
D&AD Awards: Equality & Diversity – Finalist
Epica Awards: Public Interest - Shortlist
Digiday Awards: Best Social Good Campaign - Shortlist
Jay Chiat Awards: Nonprofit - Shortlist

✊  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.

AWARDS
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.

AWARDS
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."

AWARDS
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.

AWARDS
Webby Winner - Branded Content

Clio Gold - Graphic Design

Clio Bronze - Mobile/Digital

Mashies Winner - Best Use Of GIFs