The DREAM Initiative is the partnership between Allergan Aesthetics and SkinBetter created to help drive racial equity in aesthetics marketing. We worked with the DREAM Initiative to bring their first research-based campaign, Forces of Beauty, to life. We aggregated the research from over 4,000 women of different ages, races, and ethnicities into a designed report with accompanying documentary-style videos. We featured actual quotes from our talent and from the research to amplify their voices and allow real women’s experiences to shape the narrative.
As a second part of the campaign, we partnered with Shutterstock to create a library of royalty-free images in an effort to make authentic representation in marketing the standard. We cast hundreds of models from all different backgrounds - showcasing different races, ethnicities, genders, body types, abilities and more.
Throughout the campaign, we kept the campaign purpose as our North Star - ensuring that from the editor we chose to craft our report narrative, to the crew that we selected to bring our vision to life on-set, we found people that authentically represented the same diversity that we were looking to create in marketing.
Creative Director: Adriana Nova and Cindy Park
Associate Creative Director, Art: Laura Touysinhthiphonexay
Associate Creative Director, Copy: Ty Seecof
Designer: Tyisha Kellman and Madison Sims
(For Part 1) Sr. Art Director: O’Brian Shaw; Copywriter: Lea San Martano
Photographers: Lindsay Adler and Bexx Francois
