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L'Oréal
Off Script
Art Direction / Copywriting
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Challenge
For decades, women have been given scripts to follow to be beautiful. Even today’s message to "be yourself" feelslike just another script to follow.
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Idea
L'Oréal asks: Can we truly be "worth it" simply aswe are, without the pressure to prove anything toanyone?
We take over city billboards with Adeleigh, an everydaywoman from Ohio, not a celebrity, not an influencer. Breaking away from the scripts the world has longdemanded, we present her life as it is. Moments that are off-script, far from picture-perfect.
By doing so, we give women the space to define what being themselves truly means on their own terms.
L'Oréal
Off Script
Woojung Lee, Seoyoung Lee, Beomjun Kim, Dongwook Kim & Shinhyung Kim
Art Direction / Copywriting
The Challenge
People have grown numb to traditional climate messaging. The statistics, images, and warnings about climate change have become background noise, familiar yet easy to ignore.
Patagonia needed a new way to break through the apathy and reconnect people emotionally to the Earth’s suffering.
The Idea
When we personify pain, we empathize. By framing climate change as symptoms of menopause, a universally human and deeply emotional experience, we make the crisis relatable. It’s not just scientific fact anymore; it’s someone we love, mother [nature], finally speaking up.
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