Project Information
Each new year, advertisers often target women with campaigns that undermine self-confidence — pushing products by encouraging people to “reinvent themselves.” Four Nine set out to challenge this narrative with a campaign designed to celebrate women as they are, free from unrealistic expectations and toxic resolutions.
The project was conceived and produced entirely in-house, bringing together a diverse team of creatives, strategists, and producers united by a shared purpose: to create a campaign that inspired confidence instead of eroding it.
Visually, the art direction centred on authenticity and empowerment, rejecting typical “before-and-after” tropes in favour of bold, honest storytelling. By creating a campaign that spoke directly to women in a positive and relatable way, Four Nine positioned itself not only as a content brand, but as a platform advocating for healthier conversations around self-image.
The campaign won Best Media Owner Media Idea 2021 and was shortlisted for awards across purpose, mental health, and content marketing.
Barbara Desiderato, Art Direction
Lydia Treend - Pamela Dragone, Design
Rose England, Illustrations
Hannah Watson - Marissa Giannone - Owen Wilson - Sophia Patsikas, Marketing & PR
