As the Creative Director behind ‘Take Back The Beach,’ I led a groundbreaking campaign that redefined body positivity and self-acceptance during the most body-shaming season of the year.  

Partnering with the All Woman Project and Clémentine Desseaux, this project spearheaded a viral movement showcasing unretouched imagery of diverse women, inspiring confidence with the empowering mantra: “It’s your body. It’s your summer. Enjoy them both.” These images delivered a cultural shift through cross-platform content, resonating with millions and amplifying inclusivity in media and fashion.

Impact by the Numbers:

• Surpassed traffic goals by nearly 10%, achieving 2.7 million visits across ~140 stories.

• TBTB videos garnered more than 3.1 million streams.

• Achieved 335,188,811 total press impressions, reinforcing the campaign’s widespread influence.

• Instagram posts exceeded benchmarks, with one post receiving nearly 30K likes and another more than 15K likes.

• Attracted 611,737 visits from syndication through major outlets like Women’s Health, Slate, and HuffPost.

By the end of TBTB Season 1, other women’s media outlets began speaking out against the “perfect beach body,” reflecting a broader cultural shift inspired by the campaign.