phaceMedical

phaceMedical, a leading player in Aesthetic and Regenerative Medicine since 2014, entrusted us with the creation of a comprehensive brand and communication strategy along with the design and execution of a multimedia campaign.

Finding inspiration for such a diverse and inclusive field wasn’t easy—until the answer became clear: our skin is as unique as we are. This realization shaped the campaign’s core concept. Instead of using a single model or skin type to represent everyone, we opted for a gender-free avatar. With the ability to embody any skin color, type, or body, this avatar symbolized every human being, making inclusivity the heart of the campaign.

But how do you communicate such a concept effectively? Inspiration struck again with something we all encounter: Instagram filters. These modern tools, often used to mask natural imperfections, became the catalyst for a powerful message:

"Respect your skin. Break the filters."

The campaign encouraged individuals to embrace their natural beauty, reject unrealistic standards, and celebrate the uniqueness of their skin. It was a bold and inclusive approach, perfectly aligned with phaceMedical’s mission to prioritize individuality and authenticity in medical aesthetics.