Conceptual | Art Direction | Production | Social

Gillette Venus’ #MySkinMyWay campaign challenged outdated beauty standards by celebrating real skin, real choices, and the idea that there’s no one “right” way to feel confident in your own body.

To help bring that energy to social, we created Studio V — a nimble internal content studio designed to reinvent and modernize how Venus showed up on social and in conversations around body positivity. From strategy to execution, we built a fresh visual and tonal identity that embraced all skin types, textures, tattoos, scars, and everything in between.

By “Re-Righting the Rules,” Studio V helped transform Venus into a more culturally relevant, inclusive, and empowering brand – one that celebrated skin instead of trying to perfect it.

SELECT photography

Studio V: CONTENT LAB

An always-on content lab built to deliver culturally relevant, real-time social content. Scope included concepting and designing social assets while collaborating on the creative direction and production of quarterly photoshoots.

prESS

Introduced a more real and inclusive conversation around skin to social feeds, helping drive positive perception of the brand.

• AdAge: Gillette defends image of plus-size model after accusations of promoting obesity
• Today: Gillette defends photo of a plus-sized model after it sparks backlash on Twitter
• Stylist: A quarter of women don’t feel comfortable in their own skin, but this campaign is changing that
• Bustle: Jazz Jennings Won't Shave Her Legs To Please You, Even Though She's Starring In A Razor Brand's Campaign
• Refinery29: Jazz Jennings Is Bringing Trans Representation To The Shaving Aisle

Client: Gillette Venus
Agency: Marina Maher Communications

Creative Directors: Mila Golubov, Hollie Fraser