In 2018, CVS (the largest health-focused retailer in the US) made a radical decision: They would stop using retouched imagery in their marketing, and require the same of their partner brands. It was a gamble with billions of dollars of revenue, and a bold declaration of brand purpose.

We created an integrated campaign that included a multi-billboard launch on the towering digital canvases of Times Square, celebrity partnerships, the Beauty Mark visual system for thousands of SKUs, displays, and assets, and a UGC-driven social campaign that garnered a mind-boggling 0% negative sentiment on social—something even cute animal posts can only dream of.

Along the way we earned massive global media coverage on the Today Show, Forbes, Ad Age, Glamour, and many others—and set the stage for the brand's 2023 expansion of the campaign.

Clio Awards Gold
Cannes Lions Shortlist
D&AD Impact Finalist
One Show Merit
Fast Company Top 10 Groundbreaking Beauty Campaigns
Shorty Award multi-category winner