#UndefineBeauty Campaign
Challenging the language that shapes perception.
“She was a great beauty in her youth.”
A line still used in major dictionaries to define beauty and one that quietly reinforces who gets included, and who doesn’t.
In partnership with Coty and creative director Ghassan Jawhar, FBC helped bring this tension to life through a global social experiment designed to question not just beauty standards, but the language that upholds them. We invited over 150 people into our Amsterdam studio. Different ages, backgrounds, identities each with their own relationship to the word “beauty.” Then we listened.
Through carefully constructed pairings and open conversations, participants reflected on whether they saw themselves in the current definition or felt excluded by it. The result was raw, unfiltered, and deeply human.
Production was built to support that honesty.
A four-camera setup, supported by a crane, allowed us to capture both intimacy and scale giving equal weight to individual stories and the collective experience.
Nothing about the film was over-directed.
In edit, the priority was restraint.
No manipulation. No forced emotion. Just space for real voices to land with clarity. Editor Leanne Vink shaped the narrative with that principle at its core preserving the integrity of every story told. The result is a piece that doesn't just speak about inclusion, it demonstrates it.
A call for dictionary publishers to rethink outdated definitions.
A platform for voices often left out of them.
And a reminder that words don’t just describe culture, they actually define it.
The campaign went on to earn a Webby nomination for Public Service & Activism, amplifying its impact across the industry and beyond.
In a part 2 of the Undefine Beauty Campaign we invited experts to discuss this openly on a curated panel we created at Allard studio. The set itself was a visual extension of the idea: a spectrum of color inspired by a box of crayons, constructed from recyclable materials and wrapped seamlessly around cylindrical forms. Diverse, modular, and intentionally unpolished.
"The creative look and feel of the set was inspired by different color crayons in a box."
It matched Coty's current company brand identity and ethos. We worked together with our set designers to create a forest of different color expressions, wrapping seamless backdrop paper around cylinders we spotted in a hardware store. The use of seamless was inspired by using organic materials, keeping the materials recyclable and also having the option to rig it up easily.
