The Marketing department approached the internal agency with a request for a campaign concept aimed at increasing purchases among women in (hetero) relationships, primarily through social media.

I brainstormed several concepts, but the one that resonated was based on a playful insight: when your partner doesn’t prioritize self-care or appearance, it can sometimes feel like a reflection on you.

This idea was quickly embraced, and we teamed up with the retouching studio Stanley’s Post to bring it to life. Together, we created a small social media campaign featuring humorous, attention-grabbing visuals.

Note: As a progressive woman, I’m not shy about admitting that this campaign didn’t quite land as expected, haha! Our female audience was vocal in the comments, calling out the underlying strategy with feedback like, “My man can take care of himself”—which I fully understand and agree with. However, I still believe the concept had potential, which is why I’ve kept it in my portfolio. It’s all about living and learning, haha.