PRIM N' POPPIN'

            When Julia Comita, a trusted friend and esteemed colleague, approached me with an ambitious project, I knew we were about to embark on a transformative journey. Our mission? To breathe new life into vintage beauty advertisements from the '60s and '70s, infusing them with a modern sensibility while addressing the shortcomings of the past.
            We were all too aware of the deeply ingrained issues that plagued beauty advertisements from that era—racism, sexism, and a lack of inclusivity. Our goal was clear: to reimagine classic beauty brands in a light that stood in stark contrast to their problematic roots. We aimed to create a visual narrative that not only showcased the beauty of the models but also empowered them to share their personal stories within the beauty industry.
          The challenge was immense, but our determination and shared vision drove us forward. We meticulously studied the aesthetics and messaging of vintage advertisements, immersing ourselves in the era's cultural context. This research served as a foundation for our transformational journey.
            Our first step was to deconstruct the harmful narratives of the past and replace them with a narrative of inclusivity, empowerment, and authenticity. We collaborated closely with a diverse group of models, inviting them to share their experiences and perspectives within the beauty industry. Their voices became the driving force behind our creative process, ensuring that our visual storytelling captured their unique stories and allowed them to reclaim their narratives.
            With a modern lens and a deep appreciation for the power of diversity, we embarked on the creation of a series of vintage-inspired advertisements that would challenge norms and ignite conversation. We seamlessly blended classic aesthetics with contemporary elements, infusing the visuals with a sense of timeless elegance while pushing the boundaries of societal expectations.
            The result was a collection of stunning advertisements that captured the essence of the models' individual journeys and celebrated their beauty in all its forms. By reimagining classic beauty brands through an inclusive lens, we defied the limitations of the past, paving the way for a more progressive and representative future.
            Our work garnered attention from industry insiders and consumers alike, sparking important conversations about the impact of beauty advertising and the need for change.
            Our collaboration led to the creation of a groundbreaking series of vintage-inspired advertisements that shattered the outdated norms of the past. By embracing diversity, empowerment, and authenticity, we harnessed the power of graphic design to challenge societal expectations and redefine beauty in a modern and inclusive way. This project stands as a testament to our commitment to creating visuals that provoke thought, inspire change, and pave the way for a more equitable and inclusive industry.

SERVICES

Branding
Editorial
Art Direction
Advertising

CREDITS

Role: Art Director
Creative Director/Photographer: Julia Comita (She/Her)
Creative Director/Makeup Artist: Brenna Drury (She/Her)
Hair Stylist: Raina D. Leon (She/Her)
Fashion Stylist: Joiee Thorpe (She/Her)
Art Department: Sarah Barton Bernstein (She/Her)
Makeup Assistant: Sean Kosugi (He/Him)
Lighting: Daniel Johnson (He/Him)
Copywriter: Bre Harrison (She/Her)
Retouching: Super Utopia
Set Designer: Tim Ferro
Photo Assistant: Iain Gomez
Production Assistant: Samantha Feldman