Beauty is a Beast

Women in sports are often celebrated through the language of empowerment while still being measured against conventional ideas of femininity. Ahead of the 2015 Women’s World Cup, The18 gave us an opportunity to challenge that contradiction.

The idea was simple: power is neither masculine nor feminine. It’s just power.

I developed Beauty is a Beast from concept through production, including the campaign identity, creative direction and three :30 films produced with Futuristic. The campaign quickly found an audience and went on to earn multiple industry awards.