When Frank Body created 3 fuss-free products, we decided to create a campaign that did the same.

The antithesis to traditional skincare advertising, The Antis Campaign was a rejection of everything we’re usually sold about beauty, (like slow-mo shots of women throwing water on their faces) and a messy embrace of the real people behind the products. It was also the first time in the brand’s history where Frank’s customers were spoke for the brand, rather than ‘Frank’ himself.

Alongside leading the copy, creative and content execution for the campaign, I also came up with the The Anti-Casting: a competition that saw Frank cast a customer in their next campaign based entirely on what they had to say about beauty, not what they looked like.

Roles: Concept, copywriting, scriptwriting, direction.