Gillette Venus surveyed thousands of women on their appearance-related self confidence, and the results were cause for concern. 84% felt the pressure to appear “flawless” and 87% wished they felt less pressure to “follow the rules” policing their appearance. Venus approached Thrive to help challenge the established rules associated with skin, body shape, gender expression, etc that socialize women of all types to be self-critical. We coined the term "perfection anxiety" to encapsulate the unwanted pressure we as women feel to reach unrealistic ideals.

Through this photo-editorial series, we sought to elevate female role models who have overcome perfection anxiety by forging their own ideals and concept of perfection. Most importantly, this series curated strategies women everywhere can use to stop internalizing harmful criticisms governing female appearance and challenge negative self talk.

As creative lead on this campaign I worked closely with photographer Soraya Zaman, Art Director Ben Krantz, and writer Autumn Trafficante through concepting, production, site build, and launch.