Campbell Addy x Getty Images | Seeing is Believing
Reframing representation through the language of beauty

For Seeing is Believing, I worked with photographer Campbell Addy and Creative Director Lauren Catten to explore how beauty imagery can shape perceptions of identity and representation.

The creative centred on 42 portraits that deliberately moved away from familiar visual codes, bringing together a diverse group of subjects and allowing their individuality to drive the imagery.

The idea was designed to live beyond a single campaign. The work extended across print, social and media partnerships before culminating at Cannes Lions, where the project became part of a wider conversation around representation and the need to challenge visual stereotypes.

Role: Senior Art Director