Rooted In Confidence

Rooted In
Confidence

Rooted in Confidence is a campaign developed in collaboration in a group of three for The RSA Project: "In Your Skin" in partnership with Bond & Coyne.

Projection Mapping | AI-Driven Visuals | Poster Design | Branding | Interactive Installations

Cultural Identity | Interactive Storytelling | Experiential Design | Visual Engagement

CAMPAIGN PURPOSE: The campaign challenges unrealistic beauty standards by encouraging women to embrace their natural features, heritage, and cultural identity. Instead of altering their appearances to fit societal ideals, often leading to unnecessary physical and emotional struggles, Rooted in Confidence promotes self-acceptance and appreciation of the unique traits Rooted down through generations.

By addressing the impact of Eurocentric beauty norms, Our campaign advocates for a healthier self-perception. Through field research, interviews, and surveys, we explored how external pressures influence self-image and why embracing one’s natural features leads to greater confidence and well-being.

CREATIVE STRATEGY & EXECUTION: To visually represent this message, we incorporated AI-driven morphing visuals, projection mapping, and digital branding. The evolving imagery blends facial features across generations, illustrating the deep connection between identity, ancestry, and beauty. Our campaign promotes engagement and thought-provoking conversations redefining beauty as something that is rooted in heritage, not external validation.

Add

This project is a mock-up concept developed in response to the RSA brief. With more time and resources, it could be further refined and expanded into a fully realized campaign.