Beauty With Dignity - Celebrating natural, self-defined beauty.
Anthony Green Cosmetics wanted to redefine its voice in a crowded beauty market. While earlier efforts leaned into luxury trends, the brand’s real heart was in enhancing the natural beauty that already existed in its clients.
Beauty With Dignity became the campaign to bring that truth forward. I created a portrait-driven series where real people shared their own definitions of beauty.
Client
Anthony Green Cosmetics
Role
Creative Director, Photographer
Agency
Freelance
Year
2019
Problem
The cosmetics space is oversaturated with glam-focused visuals and “luxury” positioning. For Anthony Green, that felt inauthentic. The brand needed a story that aligned with the founder’s vision: beauty as dignity, self-respect, and empowerment.
Approach
We cast three individuals from diverse backgrounds and asked them a simple question: What does beauty mean to you? Their words were paired with neutral-toned portraits and short films, creating a campaign that felt personal and real. Deliverables included Instagram Stories, feed stills, reels, a site banner, and a newsletter pop-up. We made sure every asset carried the #beautywithdignity tag to unify the story across channels.
Previous campaign
My Contributions
I led the concept and creative direction, cast the talent, directed and shot all photography and film, and designed the campaign assets. My role was to translate the brand’s voice into a campaign that felt human-centered and visually cohesive.
Results
The campaign successfully repositioned Anthony Green Cosmetics with a more authentic and relatable story. It resonated with the audience, strengthening the brand’s presence and laying a foundation for future storytelling rooted in dignity and empowerment. With the addition of updated packaging, the campaign also drove an uptick in site visits and sales, and made the brand feel less intimidating to first-time makeup users.
