The Invisible Bully

Dove One Show Young Ones 2024 Brief

Ads of the World Selected & Published

Objective: Create a fresh and bold campaign that broadens the definition of beauty for the next 20 years.

Insight: We say mean things to ourselves that we would never say to another person.

Big Idea: Speaking less of yourself is still a form of bullying.

Execution: An experiential mirror and app showing how bullying can come from within.

Art Director: Sophia Donio

Case Study Video

Deeper than the Surface Mirror

The Deep-Fake Deeper than the Surface Mirror

Interviewer: If you could change one thing about yourself, what would it be?

Woman 1: Honestly, I’ve never really liked my nose. It’s kind of crooked.

Interviewer: If you could change one thing about yourself, what would it be?

Woman 1: I think I’d probably make my pores smaller.

Interviewer: If you could change one thing about yourself, what would it be?

Woman 1: My ears stick out too much.

Interviewer: Now tell her.

The mirror reflects a deep-fake child version of the woman in real time.

Woman: That’s disturbing because a child shouldn’t be worrying about her pores.

The mirror reflects a deep-fake child version of the woman in real time.

Woman: I would never say that to a kid!

Interviewer: If you wouldn’t say these things to your younger self, do you think it’s okay to say them to yourself now?

Woman: I never thought about it that way!

The Invisible Bully Mobile Experience

The user is asked a series of interview questions.

Once the user completes their recording, the app deepfakes a child version of themselves back to them in real-time, and highlights parts of their answers where they were self-deprecating.

The user has the option to share their story to the Invisible Bully Gallery, and see how other women experienced Deeper than the Surface.

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