you, unfiltered.

Client: Hydro Silk (Edgewell)

Agency: MullenLowe NY

Role: Art Director

Yes! You CAN shave your face!

Hydo Silk’s goal was to educate and inspire a new generation with the benefits of dermaplaning.

Gen Z already was leaning towards a more natural, authentic, and real beauty standard; so why not place us right in the center?

The “You, Unfiltered” campaign encourages our user to embrace their unfiltered, beautiful self. Through removing the filters online, but also in real life. Take off that dead skin and peach fuzz and let the real you shine.

The story was told over multiple touch-points and resulted in the top selling launch of Edgewell’s hair removal history.

Through digestable still and video content with our influencer partners Susan Yara for long form educational content and Ash Walker and Delina Medhin for cheeky social content; we sold out on Amazon 24hrs after going live.

————

Scope: Paid Social + Digital Campaign, Educational Social Content, Influencer Program, Retail

Creative Director: Bike Bayer

Photographer/Director: Nicolas Kantor