This is a campaign designed for Verily Magazine located in NYC. They are an up-and-coming magazine for young professional women around the world with a unique view towards what women's magazines should be like. They aim to create a magazine that makes women feel good about themselves after reading—rather than filling them with doubt about their appearance, their finances, and their relationships like so many magazines do today. The goal for this social campaign was to show how Verily reframes and flips contemporary ideologies of beauty, specifically within the fashion magazine realm.
The campaign combines an installation piece as well as traditional campaign materials to show potential readers that Verily Magazine challenges the cult of perfection that so many women find themselves battling. It acts as a prescription to fight against the negativity, but also acts as a venue for discussion about important topics to reframe them.
The installation piece incorporates a hand-lettered quote in alternating black and white that allows the viewer to reflect upon the message. The mirror in the background helps the viewer visualize and reflect upon how the message interacts with their personal views about themselves and others. By allowing the message to be skewed and turned by the viewer, it shows a personal interaction with the message, as well as the transition that women have between both positive and negative messages regarding their self-worth.