Beautywell Project

Colorism is prejudicial treatment of same-race people based solely on their skin color. The dominant voice regarding colorism is from retailers, manufacturers, and advertisers to consumers. This campaign creates a new dialogue in the colorism conversation that speaks the truth through its message: You do not own your success if you alter yourself to societal standards to achieve it.

Advertisements & Creative Direction: Annie Evans and Sharon Mathew // Digital Screens: Rodrigo Monge & Brittnee Gayet

Photo Credits: Zoltan Tombor, Vogue India, Susan Markisz, and Sharif Hamza, Rony Sison, Daniel Xavier, Team Maestroo, Sadman Chowdhury, & Joackim Weiler

Click here to view our research documentation and project explanation.

Spring 2020 | Art Director: Stephen Zhang