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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.



Authentic Beauty Concept asked us to create a campaign that would show their mission on being a sustainable brand. 


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


The brand video set the tone for the brand and its brand promise.


Brand Video

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