Teaming up with David+Martin and my copywriter Franziska-Maria Kaul, we were proud to win the pitch and lead flaconi’s brand campaign from concept to production.

The idea behind the campaign was rooted in the growing pressure of modern self-optimization, especially towards women.
Between wellness trends, beauty standards and lifestyle expectations, self-care often turns into performance.

Instead of promoting perfection, we wanted to create a campaign that reframed beauty as self-acceptance, softness and real care.