MAKING AESTHETICS MORE INCLUSIVE
FORCES OF BEAUTY PHOTO & VIDEO SERIES
When it comes to racial equity, it’s not our job as advertisers to tell the story. It’s our job to pass the mic. So, we did just that by creating a 5-part video series to illuminate the report findings and humanize them with real stories.
Director: Tiffany Frances
Creative Director: Adriana Nova
Associate Creative Director, Art: Laura Touysinhthiphonexay
Associate Creative Director, Copy: Ty Seecof (me)
Designer: Tyisha Kellman
Copywriter: Leá San Martano
THE REPORT
We collected all of the data from the study and created a branded DEI report. While the designed stats and pull quotes offer readers a quick glance to the story our data tells, the journalistic copy further contextualizes the data by outlining some of the many layers between race and beauty.
Written by: Marjon Carlos
Edited by: Adriana Nova and Ty Seecof
SHUTTERSTOCK PARTNERSHIP
With a quick search for stock photography, you’ll find there’s a massive racial gap. That’s why we partnered with Shutterstock to create one of the largest and most inclusive royalty-free photo libraries to exist in aesthetics. We created thousands of photos and cast 100 models to represent beauty across race, culture, gender, age, body type, and ability level. Finally, inclusive media is accessible to all.
And what does an ACD Copywriter do on a photoshoot? Well, I helped concept, cast, and creatively direct one of the three sets working in tandem.
Photographers: Lindsay Adler and Bexx Francois
Creative Directors: Adriana Nova and Cindy Park
Associate Creative Director, Art: Laura Touysinhthiphonexay
Associate Creative Director, Copy: Ty Seecof (me)
BEHIND-THE-SCENES TEASERS
To build excitement as we got closer to our launch date, we partnered with Shutterstock again to create an elegant, trendy, and elevated teaser series.
Please note, we were not creative leads on this series. Instead, we were creative consultants, weighing in on scripts, look and feel, directors, etc. I did not write these scripts.
Director: Keenan MacWilliam