*2017 Cannes Glass Lion Finalist*
Though they connect and inspire people all over the world, body positivity activists and superstars unfortunately also face their fair share of negativity, especially when they dare to simply even exist on social media space. We decided to turn this negativity on its head, riffing on Jimmy Fallon’s “Celebrity Mean Tweets” segment in a fresh new way.
By showing women like Gabourney Sadibe and Danielle Brooks turning negative comments about them into invitations for women of all sizes to shine, we gave them the power to control the conversation and truly own it.
For Lane Bryant’s Fall 2016 campaign, I worked and collaborated on creative concept, storytelling, script, strategy, tagline and research for a powerful new iteration of #ThisBody that broke through the noise and negativity to spark conversation around what it means to be plus in today’s world.
An anthemic video transforms actual comments on social media into statements of power and positivity from our vibrant cast.
We took actual Instagram comments our cast had received, using fill-in-the-blanks to transform them from negative to positive.
Our cast takes their powerful message out into the world.
“This. Is. Major.
Lane Bryant regulars Ashley Graham and Candice Huffine are joined by Alessandra Garcia, Danielle Brooks and Gabourey Sidibe in the brand’s powerfully simple new ad, aptly called #ThisBody Is Made To Shine.”