Rooted In
Confidence
Collaborative Campaign Concept | RSA “In Your Skin” (in partnership with Bond & Coyne) | Team of 3
CHALLENGE
Address the psychological impact of unrealistic beauty standards and explore how cultural identity shapes self-perception.
INSIGHT
Many women internalise Eurocentric beauty norms, distancing themselves from features rooted in their heritage.
IDEA
Reframe beauty as something inherited rather than achieved — positioning confidence as something that grows from embracing identity, not altering it.
EXECUTION
• AI-driven morphing visuals blending generational facial features
• Projection mapping concept tested on-site to create immersive public activation
• Designed campaign posters and supported the wider digital identity system
• Social media content system
MY ROLE
• Co-defined the strategic direction and core problem
• Co-developed campaign concept and narrative positioning
• Designed the logo and supported the visual identity system
• Co-led presentation and refined messaging through feedback cycles
• Collaborated within a team of three to align research, concept, and execution
