16 unique Brazilian women. Casting specs that challenged stereotypes & the casting team. Brand directive: production feels like an experience, not a photo shoot.

dove, real women | beauty outside the box

Brazilian woman portrait Dove Real Beauty
the brief
A challenge to Brazilian traditional beauty definitions: authentic. powerful. emotional. REAL.

no models. no actresses.

no retouching. no exceptions.

the approach
Designed a talent experience around a brand promise: feel as beautiful as you are.
Built trust and intimacy with a group who had never been in front of a camera, some never away from their home town.
Close-up skin texture natural light
the deliverables
Real Beauty participant candid
Natural portrait warm light
Dove Real Beauty campaign still
Woman portrait challenging beauty standards
On-set natural lighting setup
Dove campaign participant portrait
Real Beauty behind the scenes Brazil
Campaign participant close-up
the result
Intentionally provocative: taking the conversation to the street with a huge outdoor media buy, social movement & digital campaign and strategic brand partnerships.
Dove Real Beauty final frame

everyone cried. happy tears.

Print, OOH, Motion, Digital, Social, Live Activation, PR  |  São Paulo, Brazil  |  Ogilvy  |  Melanie Acevedo
all work