Authentic Beauty Concept
Think today, (re)think tomorrow.
In 2022, there's hardly a chance for brands to stand out by being sustainable.
It's required. Consumers expect you to be sustainable, and that's great, but also challenging for your communication. As part of Authentic Beauty Concept's 2022 sustainability campaign, I guided the overall direction of the campaign.
Starting with the strategic foundation, where we learnt that keeping up with sustainability is the hard part. It's constantly changing. We need to listen, learn, and adapt. The brand video was the first step where we left out everything unnecessary and focussed only on listening.