80% of girls are now using retouching apps by the age of 13, according to research.

Dove Reverse Selfie was created to challenge the growing impact of social media distortion on young people’s self-esteem. The brief was to spotlight how filters and editing tools subtly reshape reality, and to do so in a way that felt honest, emotional and unmistakably Dove.

By reversing the familiar process of creating a “perfect” selfie, the campaign exposed the unseen steps behind online images and reinforced Dove’s long-standing commitment to real beauty — encouraging audiences to question what they see on screen and to feel more confident in their own skin.

My Role: Design Director