Dove

Dove Campaign For Real Beauty

To establish Dove into the emerging markets of India and China, I led a month-long ethnographic research mission. Our group had real, intimate conversions with over one hundred women about key topics that connect women to Dove: Beauty, confidence, feminism, self-esteem and community. The whole journey was documented on Instagram, allowing our clients and agency teammates to follow and contribute in real-time.

Dove Men + Care.

To help win the Dove Men + Care business, we organized a three-day strategic and creative workshop in NYC, zeroing in on the issue of modern masculinity and fatherhood. Over a 72-hour sprint, with the help of experts and influencers, we would team up, sketch ideas, test, prototype, critique and vote. We left with a creative brief strategy and initial creative territories, which led to a winning pitch, brand positioning, creative ideas and consumer journeys.

Dove Self-Esteem Project

Dove runs the world’s biggest self-esteem program. Problem is, few people know about it. To grow it, I led strategy on partnerships with Cartoon Network and Teen Vogue. The “I’m Fine” film, which featured characters of the hit animated series, Steven Universe, earned coverage by Fast Company, The Drum and AdWeek - and played a role in helping Dove reach over 20 million young people with self-esteem education.