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Authentic Beauty Concept

 Creative Direction 

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.


We realised that sustainability comes with vulnerability. You can't be flawless since everyday asks for different solutions. Keeping up with sustainability is the hard part. It's constantly changing. Whatever you think today you might need to reconsider tomorrow. We need to listen to nature, learn, and adapt. The brand video embraces this insight. We omitted everything unnecessary, focusing exclusively on nature's voice. 


 Social Campaign

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